Vodafone's decision to cut its ties with English cricket is unconnected with a desire to save money. The company is anxious to attract more young customers and is thought to be keener on sponsoring music events. It is also keen on sponsorship with international appeal, which is why, for instance, it preferred to sponsor the Champions League rather than just Manchester United. Ian King in the Times says with the UK accounting for only 4% of Vodafone's global business, the cricket tie-up was thought to have run its course.

Cricket sources pointed out the sport in England needs £53 million “just to stand still” and to safeguard investment in grassroots programmes, including the Chance to Shine campaign to bring competitive cricket back to state schools. Ashling O'Connor in the same paper, believes the task may be tough with Sport England announcing a pot of £37.8 million as cricket's central funding for the next four years.

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