The Cricketer magazine up for sale

A century-old cricket publication at strategic crossroads

The Cricketer magazine, Britain's premier cricket publication with a distinguished 104-year heritage, is actively seeking new ownership, according to a report in The Guardian.

Current shareholders are believed to be looking to expand investment in digital platforms and capitalise on cricket's global resurgence. The monthly publication, which commands significant influence within cricket circles and maintains robust circulation figures despite challenging market conditions, represents a unique acquisition opportunity in the sports media landscape at a time when cricket financing is experiencing unprecedented growth.

Publication heritage
The Cricketer stands as cricket's most enduring media brand, established in 1921 by Sir Pelham "Plum" Warner, the former England captain who articulated the magazine's founding philosophy: "The editor believes that there is room for a paper as The Cricketer, which will endeavour to criticise justly and to comment fairly and accurately, not only on first-class cricket, which, after all, is but a small part of our national game, but on club, services, and school cricket as well"9. Warner's vision emphasised cricket's core values of "camaraderie and good sportsmanship," principles that continue to guide the publication's editorial approach.

The magazine's editorial lineage reads like a who's who of cricket journalism, with Warner remaining actively involved until his death in 1963. Notable editors have included EW Swanton, who made his first contribution in 1938 before his journalism career was interrupted by wartime imprisonment along the Burma-Siam Railway, Christopher Martin-Jenkins, and current editor Simon Hughes, the former Middlesex seamer and acclaimed cricket author. The publication demonstrated remarkable resilience during World War Two, with editors driving through Blitz-torn London monthly to deliver pages to printers.

Ownership evolution and current structure
The magazine's ownership has undergone several transitions reflecting broader changes in British media. Mercury House publishers acquired The Cricketer in 1962 at the instigation of Ben Brocklehurst, a farmer and former Somerset captain. Brocklehurst subsequently purchased the title from his American employers a decade later after being instructed to close it due to insufficient profitability. His stewardship included innovations such as founding The Cricketer Cup in 1967, a knockout competition for old boys' teams from public schools.

The modern ownership structure centres on Test Match Extra.com Limited, incorporated on 6 April 2009 and based in York, North Yorkshire. The company operates as a micro-entity with turnover under £1 million and fewer than 10 employees. Key figures include Lord Jonathan Peter Marland as a Person with Significant Control, alongside directors Marie Margaret Melnyk, Richard Colin Neil Davidson, Marcus Marland, and Nigel David Peet. This ownership group acquired the publication in December 2010 following its merger with Wisden Cricket Monthly, which had created The Wisden Cricketer before reverting to the original title.

Financial performance and circulation metrics
The Cricketer maintains impressive circulation figures that distinguish it within the challenging print media environment. Current ABC-audited circulation stands at 22,000 according to recent Wikipedia data, though internal company documentation suggests higher figures of 32,000 circulation generating 136,000 readership. The publication demonstrates exceptional reader loyalty, with 72% of readers subscribing compared to the 29% UK industry average. Remarkably, 60% have maintained subscriptions for over 10 years, while 40% have been subscribers for more than 20 years.

The reader demographic profile reveals a highly affluent and engaged audience that commands significant commercial value. Some 27% of readers possess assets worth £1 million or more, while 79% are mortgage-free. Additional indicators of affluence include 13% owning second homes, 91% regularly donating to charity, and 56% owning stocks and shares. The readership is predominantly male (94%) and mature (90% over 45 years, 55% over 60 years), with 81% classified as ABC1 socioeconomic status.

Revenue streams and profitability
According to internal presentations seen by Guardian editorial staff, the overall business claimed to have roughly broken even in 2024, with budgeted profits of approximately £50,000 for 2025 on revenues of about £1.3 million. This financial position reflects the challenging economics of print publishing while demonstrating the company's ability to maintain operational viability through diversified revenue streams.

Digital transformation and market reach
The Cricketer has successfully developed a substantial digital presence that extends far beyond its print circulation. The company's website attracts up to 800,000 unique users monthly, generating up to 1,000,000 page views. This digital performance represents significant growth, with unique users increasing from 129,000 in 2019 to projected levels approaching 1 million by 2022.

Social media engagement demonstrates the brand's global reach and influence. The publication maintains 210,000 followers on X (formerly Twitter) generating 15 million impressions monthly and 100,000 link clicks. Facebook presence is even more substantial with 1 million followers producing 450,000 engagements monthly and 1.5 million video views. Instagram contributes 215,000 followers with 2 million monthly reach and 3 million impressions. Combined, these platforms deliver a total digital reach of 2 million users monthly.

Global audience distribution
The digital audience spans multiple cricket-playing nations, with the UK leading at 250,000 monthly users, followed by India (215,000) and Pakistan (200,000). Australia and Bangladesh each contribute over 30,000 active monthly users, while Sri Lanka, the USA, and UAE each provide over 15,000 monthly users. This international reach reflects cricket's global appeal and The Cricketer's position as a premier English-language cricket publication.

Strategic assets and competitive position
Beyond the core magazine, Test Match Extra.com Limited owns several complementary businesses that enhance the overall value proposition. CricketArchive provides a comprehensive statistics database serving cricket researchers and historians. The National Village Cup, founded by the magazine in 1972, represents an established amateur cricket competition with significant grassroots engagement. The Schools Guide offers cricket education coverage, while The Cricketer Events provides additional revenue streams.

The company's website, thecricketer.com, serves as a central hub for cricket content and community engagement. This digital platform complements the print publication while reaching audiences that may not subscribe to the physical magazine. The integration of print and digital offerings positions The Cricketer favourably against competitors in an increasingly multimedia landscape.

Market context and growth opportunities
The timing of this ownership search coincides with significant developments in cricket financing globally. The England and Wales Cricket Board recently raised over £520 million through selling stakes in The Hundred competition teams, demonstrating substantial investor appetite for cricket assets. Glamorgan County Cricket Club reported improved financial performance, with EBITDA rising from £348,000 in 2023 to £272,000 in 2024, and forecasting increases to approximately £1 million in 2025.

Cricket Australia's digital transformation initiatives, including AI-powered fan engagement tools and cloud-based infrastructure supporting millions of grassroots participants, illustrate the sport's technological evolution. These developments suggest opportunities for The Cricketer to leverage similar innovations while maintaining its traditional editorial strengths.

The Cricketer represents a unique acquisition opportunity combining established brand heritage with modern digital capabilities and loyal readership demographics. The publication's century-long history, influential editorial legacy, and strong financial fundamentals provide a solid foundation for potential buyers seeking exposure to cricket's growing global market. With revenues of £1.3 million, break-even operations, and substantial digital reach spanning multiple cricket-playing nations, the business offers immediate operational viability alongside growth potential through enhanced digital investment.

The convergence of traditional cricket media excellence with contemporary digital publishing capabilities positions The Cricketer as an attractive asset for buyers capable of capitalising on cricket's continued global expansion and technological evolution.

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