ECB Bolsters Leadership wiht Aarti Dabas as New Chief Revenue Officer
The England and Wales Cricket Board (ECB) has appointed seasoned sports executive Aarti Dabas as its new Chief Revenue Officer, effective at the start of next year. This strategic hire signals the ECB’s commitment to strengthening its commercial operations and driving sustainable growth for the sport.
Dabas will spearhead the organization’s commercial and revenue strategy, overseeing key areas including partnerships, media and broadcast rights, sponsorships, and marketing initiatives. Her mandate includes fostering innovation within ECB competitions and events, identifying new revenue streams, and expanding cricket’s footprint both within the UK and on the international stage.
“Cricket has been a lifelong passion, and to contribute to the sport’s commercial growth in England and Wales and beyond is an honor,” Dabas stated.”I look forward to working with Richard Gould, the ECB Board, colleagues at the ECB, commercial partners, and the wider global cricket family to grow the sport while embracing its rich traditions, its push for diversity, and the future of the media and consumer landscape.”
Dabas arrives at the ECB from Formula E,where she most recently served as Chief Media Officer. During her tenure, she successfully implemented a new global media strategy that resulted in record viewership and championed the competition’s diversity and inclusion efforts.
ECB Chief Executive Richard Gould emphasized Dabas’s qualifications,saying,”Aarti has an outstanding track record of driving sustainable commercial growth and engaging a diverse fan base,and I’m delighted to welcome her to the ECB.” He further highlighted the importance of continued growth, noting that recent successes have enabled increased investment at all levels of the game, from grassroots programs to supporting county cricket and the England teams.
The appointment follows the recent announcement of Rhys Beera as interim chief commercial officer, stepping in after Tony Singh’s departure in 2019. Earlier this year, Richard Thompson was also reappointed as ECB chair for a second three-year term, extending through 2028. The ECB board proactively secured Thompson’s reappointment to ensure stability as the organization integrates eight new investors into The Hundred and prepares to host the ICC Women’s T20 World Cup in 2026. Thompson also played a pivotal role in securing cricket’s return to the Olympic program in 2028, serving on the ICC Olympic working Group and chairing the ICC Global Growth Committee.
Currently, the ECB enjoys commercial partnerships with prominent brands including Toyota (principal partner), Rothesay, Metro Bank, Vitality, Cognizant, IG, and Zoopla, with Castore serving as the official kit supplier. The ECB also expanded its involvement, extending its partnership to encompass The Hundred, the innovative short-format franchise competition.
Broadcasting remains a key focus, with the ECB securing a new four-year agreement with Channel 5 in May to provide free-to-air coverage of international T20 matches. The organization also extended its long-standing partnership with the BBC, ensuring continued coverage of England men’s and women’s international highlights and live broadcasts of The Hundred for the next four years.
Why, Who, What, and How:
Why: The ECB appointed Aarti Dabas as Chief Revenue officer to strengthen its commercial operations and drive sustainable growth for cricket in England and Wales, and internationally. This comes after a period of interim leadership and aims
