London: Cricket's bid to become "cool" again in England has hinged not only on the host nation claiming the World Cup but also a successful bid to have the final on free-to-air television.

This tournament has been exclusively broadcast on Sky Sports here, as has all international cricket in England since the dramatic 2005 Ashes campaign concluded and Andrew Flintoff and Kevin Pietersen were household names.

England's World Cup campaign lies at the heart of a bid bring crowds back to the game. Credit:AP

That was a series in which Eoin Morgan, then 19, said had made cricket "cool" and had dominated day-time viewing for millions of supporters. But it came at a time that the England and Wales Cricket Board had put finances ahead of public exposure, and the sport immediately shifted to pay television - where it has since remained.

Sky Sports' cash has been the backbone of the sport at all levels and has allowed England's players to be paid among the best in the world but close observers of English cricket admit it would have been better had there still been some live coverage on free to air.