I watched the ETPL postpone its 2025 launch to 2026, and the reason tells you everything about cricket’s money war.
On paper, the European T20 Premier League had everything. Venues across Ireland, Netherlands, and Scotland. Backing from a Delhi-based company. Bollywood star Abhishek Bachchan promoting it. Six teams ready to go.
Then they hit pause.
Not operational failure. Three potential ETPL owners were chasing deals in The Hundred, England’s T20 competition that just sold eight franchises for a combined £975 million valuation.
IPL franchise owners alone dropped £289 million on Hundred teams in early 2025.
That’s where I realized the ETPL’s potential investors went.
You Can’t Outbid a Feeding Frenzy
I’ve seen this pattern before. You can’t compete for franchise buyers when they’re writing checks elsewhere. The ETPL organizers waited until the investment frenzy settled.
Warren Deutrom, ETPL Chair, called it “the ideal runway to launch a league that is professional, competitive and built to last.” Translation: I’m not launching when nobody’s paying attention.
The market exists. But can you capture investor focus when they’re distracted by a bigger deal? I’ve never seen it work.
I’ve Seen This Failure Before
The ETPL organizers know what happens when you rush. In 2019, the Euro T20 Slam tried launching with the same three cricket boards. Teams. Player draft. Marquee names like Eoin Morgan.
They postponed two weeks before the opening game. The tournament never happened.
Undercapitalization kills leagues faster than bad marketing. The lesson from Euro T20 Slam’s collapse: you can’t scramble for money mid-season and survive. The ETPL’s delay proves they learned this. Launch fully funded or don’t launch.
Wait or Die
The IPL dominates. Regional leagues compete for scraps.
Launch when investors aren’t paying attention? You’re an afterthought. Launch when you have their attention? You have a shot.
What I’m watching here is European cricket boards finally thinking like businesses. Long-term viability beats headlines.
Most leagues rush to market, burn capital, and collapse within three years.
The ETPL is betting patience wins. I’ll be watching in 2026 to see if they’re right.