In cricket, how is it decided from which end to start the match? Is this a per-ground convention, a decision of the umpires, or either of the captains? Is each innings necessarily started from the same end?
The fielding captain decides from which end he wants to start the match and informs the batsmen who then decides who will face the first ball.
Usually this is decided by the preference of the bowler who is going to bowl the first over.