ICC CEO outlines plan for ODI and Test cricket’s future

By Sanjay Menon — 12 August 2026 — 3 min read

End of random bilateral series

ICC CEO Sanjog Gupta has stated that the era of randomly scheduled bilateral series must conclude. He emphasised that countries cannot sustain cricket without context, culture, competition, and competitiveness, which demand substantial financial and non-financial investment. Gupta, who joined the ICC in July last year, believes that bilateral cricket can no longer depend on a conventional calendar lacking a clear narrative or commercial rationale.

The world body is responsible for scheduling multi-national competitions such as the World Cups and the World Test Championship, while member boards exclusively decide bilateral cricket. These boards also retain the sponsorship and media rights for bilateral engagements. Gupta highlighted the importance of focusing on four key elements: context, culture, competition, and competitiveness, which drive attention and affiliation in the sport.

ODI format’s continued relevance

Despite ongoing discussions about the future of various formats in the age of expanding T20 leagues, Gupta believes the ODI format can continue to thrive. Its future is seen as inextricably linked to the men’s and women’s ICC Cricket World Cups. He noted that the format has a place within cricket’s product portfolio and stressed the need to define what the format should represent and how it should evolve, including the scope of participation.

Discussions have reportedly taken place within the ICC regarding the creation of a dedicated window for ODIs leading up to the World Cup. This move aims to enhance the format’s relevance and appeal. Gupta’s perspective suggests that while T20 cricket is a primary tool for global growth, focus should also remain on increasing the value and engagement around ODIs and Test cricket.

Reinventing Test cricket for new audiences

Gupta acknowledged the prestige, legacy, and heritage associated with Test cricket. However, he warned that if these aspects are not made relevant and amplified, the format could become burdensome. He suggested that Test cricket needs to be reinvented and made appealing to new-age audiences, drawing parallels with events like Wimbledon in tennis and The Masters in golf, which have successfully adapted while maintaining their premium status.

The ICC CEO highlighted the success of the World Test Championship in adding context and meaning to the longest format. The World Test Championship Final is now considered an event of significance, which did not exist seven years ago. Gupta emphasised the need to focus on the experience of Test cricket, ensuring that fans are served a viable and appealing product.

Currently, only a few nations, such as India, England, and Australia, are financially capable of consistently supporting Test cricket, while other full members face challenges in monetising the format. Gupta stressed that the commercial viability of Tests should be considered alongside their prestige and legacy. He argued against viewing the conversation around the economics of Test cricket as binary, suggesting it is a question for all formats and events.

Gupta also pointed out the pressing need for better scheduling and presentation of Test cricket outside these financially stronger cricketing nations. He stated that Test matches in certain countries hold immense fan value, and there should be a focus on providing members with opportunities to create significant occasions in Test cricket. This includes optimal scheduling, adequate positioning, and strong marketing support to build sustained interest among fans, promising compelling cricket through competitive standards and playing conditions.

He concluded that the ambition for cricket must be growth, not maintaining the status quo, as attention is becoming disaggregated and affiliation is hard to sustain in a growing global population.

Source: m.rediff.com