India’s inability to qualify for the final of the World Test Championship (WTC) is going to cost Lord’s dearly, with revenue losses of up to 4 million estimated when the game will be played in June.
Having finished runners-up in the previous two editions, India was looked upon to repeat its strong performances. But with a 3-0 home series loss against New Zealand, and a subsequent 1-3 series defeat to Australia in the Border-Gavaskar Trophy, Rohit Sharma’s side fell behind to third spot in the WTC table, dashing hopes of making the final. In their place now, Australia and South Africa will fight for the ultimate prize of Test cricket.
India’s Exit Costs Big For Lord’s
“Lord’s is set to generate nearly 4million less in revenue for the upcoming ICC World Test Championship final after India’s failure to qualify,” a report in The Times said.
“…the absence of India has significantly curtailed the financial windfall expected by Marylebone Cricket Club (MCC), underscoring the financial influence of Indian cricket across the global game.”
MCC Forced To Cut Ticket Prices After India’s Exit
The Marylebone Cricket Club (MCC), which initially charged premium prices for tickets to the final based on India’s qualification for hoping to cash in on increased demand, was then left with no choice but to overhaul its strategy and slash ticket prices when interest waned due to India’s elimination.
This is not the first time MCC has been criticized for ticket prices. Last year, during England’s Test series against Sri Lanka, Day 4 attendance fell to a mere 9,000 spectators, raising concerns about affordability. Having learned from previous experiences, MCC has tweaked its pricing strategy to prevent a repeat at the WTC final.
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Tickets Sold At Cheaper Prices
“The decision to be flexible with prices for the World Test Championship final was taken this year, with tickets now being sold at between 40 and 90 about 50 cheaper than they had originally been priced, accounting for the loss in revenue,” the report said.
With India’s enthusiastic fans out of the picture, Lord’s is preparing for a huge financial loss, demonstrating yet again that India’s attendance at grand cricketing tournaments is not all about the competition—business-wise, it’s a huge booster.
(With PTI Inputs)
