Richard Gould, CEO of the cricket council in England and Wales (ECB), believes that the upcoming series of tests of five matches against India is of commercial importance as a cult ash. Gould is in the banking competition to re -capture the imagination of English fans after the great international summer in 2024.
Last year, sports fans of the country were biased by the Paris Olympics and UEFA Euro – the European International Football Tournament. On the other hand, the view of the empty chairs at Lord after England victory of the series over Sri Lanka reflected a disturbing decline in cricket attraction. With an extremely popular Indian team tour, Gould expect a strong revival in participation and enthusiasm.
“We know how big it is. It’s a huge summer,” Gould quoted as Espncricinfo said. “Last summer, various things happened everywhere, weren’t they there?
“I think this is one of the big things about a series of five tests: it’s the right long reading; it’s something people can really get into. There will be turnouts and submlots. There will be various problems during this six -day period,” Gould added.
While prominent Indian stars, such as Virat Kohli, Rohit Sharma and R Ashwin, may have left the test cricket in recent months, Indian status as cricket powerhouse ensures that the series remains Marquee.
“Certainly when it comes to commercial importance,” Gould said, drawing a direct comparison with the ashes.
The upcoming series will also start a new chapter in the World Test Championship (WTC) 2025–27 for both teams. India, which has not won the test series in England since 2007, traveled for the last time in 2021–22, when the series ended 2-2.
Gould was also enthusiastic about reviving longer test orders.
“A lot of short formats were discussed, but the test cricket makes quite a revival in its own way,” he said.
“Especially with a number of five tests: we see more than we’ve done for a long time.”
The WTC Gould Finals believe that England retains a unique advantage. The country has so far hosted all three WTC finals and ECB chief sees convincing reasons for this trend.
“WTC is not be-all and end-all for us.
“We do not think we have the absolute right to be a continuous host of WTC (final), but it has advantages how to have it here. No matter who gets to the finals, we will sell it … We are probably the only Member Nation in the ICC to add.
“We recognize that others would like to take it all over the world at some point … But the fear is, if you move it, it will end up with two neutral teams and don’t get a crowd, the whole thing could devalue and blow out quite quickly.”
Published:
Saurabh Kumar
Published on:
June 18, 2025
