Welsh Fire records surge in attendance and digital reach under new ownership

Daniel Bevan - Editor

Subscribe to the Businessin Wales daily newsletter for FREE here.

Welsh Fire has recorded its strongest season since the franchise was launched in 2020, with ticket sales, attendances and digital engagement all increasing during its first season under new ownership involving Glamorgan Cricket.

Brand awareness and reach had grown significantly over the past 12 months, with record attendances for both its women’s and men’s matches in Wales. Overall attendance increased by almost 10% year on year.

The club said more than half of ticket buyers were families, while women accounted for almost 30% of buyers, reflecting the tournament’s aim of attracting new audiences to cricket.

This year’s tournament ran from 25 July to 12 August at Sophia Gardens and delivered a number of records for Welsh Fire, including its highest-ever ticket sales, a record attendance for a women’s cricket match in Wales and its highest number of first-time attendees.

The team also reported its highest levels of audience retention and new-audience growth, alongside its highest-ever net promoter score, with more than 60% of fans saying they would return.

Ed Rice, Chief Commercial Officer at Welsh Fire, said: “We understood that Wales needed more than a franchise cricket name, it needed a team that felt Welsh, spoke Welsh, and belonged to Wales.

“We knew where the audiences lived, what they cared about and how to reach families who had never previously considered cricket as a day out. That deep local understanding has driven every decision, and the results speak for themselves”.

He added: “In a nation where sporting life has long been defined by rugby and football, Welsh Fire has stepped forward as an elite team the nation can get behind, and the response has been overwhelming.

“Demand has surged not only across South Wales and the M4 corridor but also from the Southwest of England, showing that Welsh Fire has become a regional magnet, drawing support from far and wide.

“We’re creating an experience people love, and a team of superstars like Phil Salt, Joe Root and Sophie Devine that people are proud to call their own.”

The franchise also reported strong growth across its digital channels. Online followers increased by more than 30,000, while social media reach was up 2,840% since June.

Marketing activity during the summer included a takeover of Cardiff Central station, a cricket ball installation in Central Square and family-focused online advertising.

Welsh Fire said its match-day programme was also designed to appeal to families, with entertainment including BMX displays, fire eaters and local bands. Newport band Feeder also performed at Sophia Gardens for the first time in four years.

More than 60% of fans said they would return next year with their families.

Reflecting on the season, Rice said: “Our tagline is ‘Fuel the Fire’ and that’s exactly what this season has done. The future of Welsh cricket is bright and right now, it’s burning brighter than ever.”