Rising Test cricket viewership and recent struggles drive focus on long-term planning and leadership stability

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England’s Test cricket future will revolve heavily around series against Australia and India, with ECB chief executive Richard Gould identifying them as the team’s “significant priorities” going forward. His comments come as the board commits to improved long-term planning and preparation following England’s recent struggles in marquee Test contests.

England have not secured a Test series victory against either Australia or India since their 4-1 triumph over India in 2018. Most recently, they suffered a heavy 4-1 Ashes defeat in Australia. Despite that setback, the ECB has backed its current leadership group—retaining Rob Key as managing director, Brendon McCullum as head coach, and Ben Stokes as Test captain—emphasising continuity over drastic change.

Gould admitted that inadequate preparation played a key role in England’s Ashes loss, noting that the team entered the series without optimal match readiness. England’s build-up included a short three-day fixture against England Lions at Lilac Hill in Perth, following a white-ball tour of New Zealand—far from ideal preparation for a high-intensity Test series.

To address these issues, Gould revealed that the ECB is already working on structured long-term plans for future tours, including the 2029-30 Ashes in Australia. He also highlighted ongoing discussions with Cricket Australia to ensure better scheduling and preparation opportunities, stressing the need for cooperation among the “Big Three” cricket boards—England, India, and Australia.

Gould called for greater respect towards Test cricket, urging boards to provide adequate preparation windows rather than focusing solely on short-term advantages. He pointed out that over the years, scheduling conflicts and limited warm-up matches have hindered teams from performing at their best, often resulting in increased reliance on intra-squad games.

Importantly, Gould made it clear that England’s success will be measured primarily by performances in Test cricket—especially against Australia and India—rather than results in the World Test Championship or white-ball ICC tournaments. According to him, Test cricket remains the ultimate benchmark of a team’s quality and legacy.

Backing this stance is a notable rise in audience interest. Gould revealed that Test cricket viewership in England has increased by approximately 25% over the past four years, with Ashes series viewership surging by as much as 45%. This growing engagement has reinforced the ECB’s belief in maintaining stability within the team setup rather than opting for a complete overhaul.

Looking ahead, England have a packed Test schedule. They will host New Zealand and Pakistan in three-match series this summer, before embarking on overseas tours to South Africa, Bangladesh, and Australia during the 2026-27 winter. Their next five-match Ashes series is scheduled for 2027, where England will aim to reclaim the urn and end a 12-year wait for an Ashes victory.

Gould concluded by stressing that this is not the time for a reset, but rather an opportunity to build on the progress made in recent years. With a renewed focus on preparation, planning, and performance in high-profile Test series, England are aiming to re-establish themselves as a dominant force in red-ball cricket.