Why the ICC World Test Championship still matters

As we move into the final of the ICC World Test Championship this week where South Africa play Australia, the real focus isn’t just on the cricket being played.

In a sports and media landscape driven by outcomes, the WTC Final gives Test cricket something it’s long needed—a clear destination. It’s not just about playing for pride over five days; it’s about a path to a global showdown that brings prestige, purpose, and commercial value to the red-ball game. For all its potential, the World Test Championship has one notable challenge—the points system. While the rankings aim to create a level playing field, the reality is that each nation plays a different number of matches.

Some rack up wins in long home series; others play fewer Tests and still stay competitive. That makes the standings harder to follow for casual fans and even more difficult for commercial partners looking to plan around certainty.

This isn’t just about keeping the format alive. It’s about giving it a future worth investing in.

But what is clear is this: every Test counts. And every win edges a team closer to the Final—an event that is quickly becoming the most valuable property in the long-form game. The WTC Final isn’t just the culmination of two years of cricket—it’s a global moment. It’s where the format earns mainstream attention. It draws major broadcast interest, attracts global audiences, and delivers premium exposure for brands aligned with the values of heritage, resilience, and high performance. The 2023 Final between Australia and India delivered record viewership across key markets. And with this weeks final being at Lord’s— cricket’s spiritual home—the stage is set for an even bigger occasion.

For stakeholders in the sports industry—rights holders, sponsors, broadcasters—the Final represents a unique opportunity - a flagship event in a less crowded commercial calendar, long lead-in storytelling potential, with months of content and narrative arcs and a premium, high-integrity sporting occasion aligned with legacy and excellence It’s a format where tradition meets ambition. The WTC Final gives the red-ball game its own Grand Slam moment—a rare anchor point in a sport often defined by bilateral series. While white-ball formats continue to dominate headlines, Test cricket is evolving—not resisting change, but redefining its place. The World Test Championship Final is at the heart of that evolution.