Cricket's Future: Revenue at Risk in ODI Shake-Up?

Dr. Annelies De Vos · 2026-08-16

You know, sometimes big changes are brewing behind the scenes, and we only get a glimpse of what's really going on. That's exactly what's happening in the world of cricket right now, particularly with One Day International (ODI) matches. Todd Greenberg, who's the chief executive over at Cricket Australia, he's got some serious concerns. He's worried about the money, the financial hit, if bilateral ODI cricket gets pushed out of the international schedule. Now, it's not like he doesn't see the other side of things. He totally gets that the format needs more meaning, more at stake, to keep folks interested. He was actually in Darwin, Australia, for their first Test match against Bangladesh when he brought this up. He was responding to comments from ICC CEO Sanjog Gupta, who basically said those casually scheduled bilateral series? They've gotta go. The future of ODIs, Gupta believes, should be way more connected to the World Cup cycle. ### Why Context Matters in Bilateral ODIs Greenberg confirmed that Gupta had pretty much said the same thing when he visited Cricket Australia's offices in Melbourne. And you know what? Greenberg largely agrees with that way of thinking. He believes matches *need* to feel important, like they have real consequences for both the players out there on the field and for us, the fans watching. But here's the kicker: he stressed that cricket boards can't just wave a magic wand and make bilateral ODIs disappear. They've got to figure out what's going to replace the huge amount of revenue those games bring in. It's a tricky situation, right? Think about it this way: broadcast deals all over the cricketing world rely heavily on bilateral ODI content. Greenberg made it super clear that any big changes, any restructuring, absolutely has to consider this commercial reality. He called it a delicate balancing act between keeping those short-term broadcast promises and making big, structural changes for the long haul. He added that making sure there's meaning in the cricket calendar is crucial, even if it's not going to be an easy or quick fix. Greenberg is actually part of an ICC working group right now. Their job is to finalize the Future Tours Programme for the 2028-31 cycle, and they're also sketching out the early plans for 2032-35. So, he's right there in the thick of it. His comments really suggest that Cricket Australia is going to push for a format that keeps those meaningful, context-heavy fixtures. But, and this is a big but, they'll also be fighting to protect the financial foundation that bilateral cricket provides to member boards. This is especially true for those smaller nations that don't have the same bargaining power as the bigger cricketing countries. ### Bigger Squads for the World Cup? Beyond all the talk about the Future Tours Programme, Greenberg also touched on something else: the call for larger squads at the upcoming ODI World Cup. Australia's coach, Andrew McDonald, made this request because of some changes to the tournament format. Greenberg mentioned that Cricket Australia has directly pushed this issue with the ICC after McDonald made his feelings known internally. He pointed out that several other countries have similar worries. It seems that having more flexibility with squad sizes has become a hot topic on the ICC's agenda. Boards are trying to adjust to the new structure of the event, and having a few extra players could really help navigate injuries or other unexpected issues during a long tournament. ### Associate Nations and the Shrinking Format Now, let's talk about the reduction of Associate teams in the ODI World Cup. Greenberg admitted that Cricket Australia didn't really push back hard against that change. He noted that the decision seemed to come with very little discussion beforehand. He thinks this shift is probably an effort to get the most commercial returns from the tournament. He did acknowledge, however, that some Associate nations have publicly expressed their frustration. It's tough when you're trying to grow the game globally, but then you cut off pathways for emerging teams. It's a bit of a mixed message, isn't it? Here's what Greenberg suggested: the T20 World Cup, which is actually expanding to include more Associate sides, offers those nations a more realistic path into ICC events moving forward. He confirmed that Cricket Australia supports that broader strategy, even as the ODI World Cup becomes a bit more exclusive. Greenberg's comments are coming at a crucial time, as the ICC is still figuring out the next FTP cycle. The whole structure of bilateral ODI cricket – its revenue model and where it fits into the international calendar – all of it is still being actively discussed among the member boards. It's clear that the future of cricket, especially ODIs, is in for some significant changes, and it's a conversation worth following closely.