The View From the Boundary: How County Cricket is Covered Amid the Digital Mediatization of Sport

County cricket is a traditional mainstay of sports media in the UK, especially the local press, radio and television. However, technological disruption and financial pressures affecting local journalism and cricket itself have led to concerns the domestic game is now less visible, with media attention dominated by international fixtures and franchise leagues shown on pay TV channels. This study aims to complement scholarship on digital mediatization of sport and media work by developing empirical insights into how English domestic cricket is covered in this context. Twenty semi-structured interviews were carried out and the transcripts subjected to thematic analysis, to explore the working practices of county cricket journalists and other content producers. The operation of a network of written reporters paid by governing body the England and Wales Cricket Board (ECB) is considered, as well as video streaming, local radio commentaries, liveblogging and in-house media. The study offers insights to help better understand how domestic cricket maintains its profile in an era of declining investment by traditional media, and the challenges and opportunities of working in county cricket media in that context. It finds notable breadth and innovation in modern coverage, although it is heavily reliant on both ECB funding and the use of precariously employed freelancers.