Middlesex Cricket: The impact of COVID-19

Laura Angus, Head of Commercial, addresses several current issues of Middlesex Cricket. She speaks about the impact of the coronavirus pandemic, praises the ECB for their support, approaches steps the club have taken to minimise costs and also the future of domestic cricket.

How has the coronavirus pandemic affected Middlesex Cricket and what have you been doing to keep the club moving forward?

“Similar to the entire sports industry, the pandemic stopped us from playing cricket which is ultimately what we exist to do. It inhibited our ability to deliver training and match experience to our players; deliver value to our members and sponsors; and to deliver cricket to the community of Middlesex. We have continued to work through the everchanging landscape focussing on how we could deliver cricket and ultimately, value to our key stakeholders. During lockdown, we found a new normal. From April, Middlesex staff and players would usually spend most days at Lord’s with members, fans and sponsors present to support us on the pitch. This year, with everyone working remotely, staff worked and socialised through Zoom, players trained independently and took part in virtual yoga sessions while as a business, we took the time to realign our strategy. “Now that cricket is back, albeit behind closed doors, our focus remains on delivering value to our members through exclusive content and an enhanced live stream of our matches whilst also finding ways to redistribute the value our sponsors have lost due to COVID-19. What has become clear through this time is that Middlesex is a club full of great people; staff and players who have adapted with the business and; sponsors and members whose unwavering support continues to help us through this uncertain time.”

What has the ECB been doing to support its clubs?

“The ECB have been working tirelessly to support cricket at every level; from deciphering and implementing the various government restrictions, to open communication with all First Class County CEOs and all the club’s departments to collaborate and support wherever possible. Particularly

“In 2020, the fact that we don’t own our ground has meant that as a business, we can turn off our expenditure taps in a bid to safeguard the financial future of the club.”

important for the financial security of counties, the ECB committed to retain and even expedite the funding it had scoped pre COVID-19.

“The ECB has worked very closely with the government and all counties to ensure that both professional and recreational cricket could resume and it’s clear that all cricket fans, players and staff are enjoying having both international and domestic cricket back on our screens.”

What steps has the club taken to minimise costs and protect its financial situation while managing existing sponsors?

“Our staff came together to help us in minimising our costs and managing future financial risk. This meant that we took advantage of the furlough scheme for both our players and a number of admin staff whilst also creating a voluntary pay cut scheme in which all staff took part in to help support the club’s future. It’s been a humbling experience to know that all the staff at Middlesex are committed to supporting the club in any way they can.

“We have also taken steps to improve our cost efficiency by ensuring that stadium branding and our Nike kit is carried over to 2021 where it would usually be reproduced each year. All of our sponsors have been incredibly supportive through this time, with some offering their sponsorship fee regardless of what value we deliver, others extending their contract term and committing to supporting the club long term and all supporting our endeavours to maximise the value we deliver in 2020.”

The club are in a unique situation in that you don’t own the ground, has this benefitted the club?

“Middlesex are definitely in a unique position in that we are tenants of the Lord’s so unlike most sports clubs, our standard commercial activities don’t include selling match tickets, corporate boxes, food and beverage or retail in the ground. Therefore, we work very closely with the MCC who support us in managing our members experience in the ground as well as developing branding, hospitality and exclusive experiences at Lord’s for our sponsors.

“In 2020, the fact that we don’t own our ground has meant that as a business, we can turn off our expenditure taps in a bid to safeguard the financial future of the club. Although this doesn’t put us in the clear all together, it does help the club during the ongoing uncertainty.”

What does the future look like for domestic cricket?

“The future of domestic cricket in England and Wales is bright. The positive impact of Middlesex’s very own Eoin Morgan lifting the World Cup at Lord’s last summer was felt throughout England and it’s defining moments like that which inspire the next generation of cricketers. The introduction of the Hundred and the increased investment and focus on women’s cricket will only strengthen participation and ultimately the pool of talent in which professional cricketers are found.

“At Middlesex Cricket, we are focussing our strategy on the impact we want to have in the community of Middlesex and with the help of our sponsors we want to use cricket as a tool to unite Londoners from all cricket loving backgrounds and foster the talent which will represent us on the pitch in the years to come.”

Within the sporting sector have you seen anything that other clubs or brands have done that has inspired you?

“The entire sport industry has truly come together to showcase the positive impact sport can have on society. Whether it was Southampton FC distributing 13,000 meals, Manchester United supporting smaller clubs by waiving £130K worth of loan fees or Gary Neville providing free accommodation for NHS workers at his hotel, the impact of sport is something that makes me proud to work in the industry.

“It was also inspiring to see and be a part of the cricket community coming together and putting our rivalries to the side to support each other and the communities we represent. All the counties, the ECB, MCC and PCA united to put on a countrywide charity auction to support our charity partners who lost valuable donations due to the effect COVID-19 had on fundraising events.

“Even during the pandemic, the way every sport became a beacon against racism shows the true power of sport and I am grateful to be a play my part in the industry as it continues to grow and positively impact the world.”