Foxtel is gearing up for what could be its most significant summer of cricket in years, as it prepares to broadcast a comprehensive lineup of matches and series. This season marks the return of the Ashes series to Australian soil for the first time in four years, starting November 21. The network’s extensive coverage includes a T20 series against New Zealand and a series of one-day internationals against India, beginning October 19 in Perth.
Steve Crawley, managing director of Fox Sports, emphasizes that cricket is now a year-round commitment. “The way the cricket is now, it’s a 12-month-a-year job,” Crawley explains. This approach is reflected in Foxtel’s ambitious plan to air over 3,000 hours of live cricket action this summer, featuring 87 live BBL and WBBL matches, a Women’s test match, the Sheffield Shield, Dean Jones Trophy, and the WNCL.
Strategic Planning and Audience Engagement
Adam Howarth, Foxtel’s director of content acquisitions and sports partnerships, highlights the strategic planning behind their sports promotions. “There’s a lot of planning and science that goes behind what we’re promoting in our big rating properties,” he tells Mumbrella. Following a successful footy finals season, Foxtel aims to leverage its audience to promote the Ashes and the summer of cricket.
The ability to use premium sports as a draw for Kayo Sports customers is crucial for Foxtel. “It’s really heartening to be able to use those big audiences to drive people and funnel them into a big summer of cricket like we have coming up,” Howarth notes.
Excitement and Anticipation
Steve Crawley expresses his enthusiasm for the upcoming cricket season, describing it as a “purple period of sport.” The presence of both India and the Ashes series in one summer is a rare occurrence that has heightened excitement among fans and commentators alike. At the Kayo Sports’ summer of cricket launch in Parramatta, the anticipation was palpable among notable figures such as Fox Sport commentator Mark Waugh and Australian men’s captain Pat Cummins.
“I can’t remember feeling more excited leading into a summer as we do this year,” Crawley states.
Long-term Vision and Talent Management
Foxtel’s long-term rights agreement with Cricket Australia, secured until at least 2031, plays a crucial role in their forward-planning. This stability allows the network to develop tentpole shows and retain subscribers in a competitive broadcasting landscape. Howarth explains that these lengthy deals also enable the assembly of a well-balanced commentary team, featuring a mix of personalities and expertise.
Crawley recalls the evolution of commentary teams from his time as Nine’s head of sports. “In the old days you’d just get the cream of the Australian commentators or former cricketers and put them in,” he says. Today, Foxtel includes diverse voices like Ravi Shastri, appealing to a broad audience and enhancing the coverage.
Flexibility and Accessibility
Foxtel’s strategy also focuses on accessibility, ensuring that fans can enjoy cricket coverage wherever they are. Howarth highlights the convenience of Kayo Sports, which allows subscribers to follow the action even while traveling. “A lot of Australian families become quite nomadic over summer,” he explains, emphasizing the importance of portability in their service offering.
Beyond cricket, Foxtel’s lineup includes a variety of premium sports, ensuring continuous engagement for subscribers. “We’ve got such an awesome lineup of sport,” Howarth adds, pointing to the inclusion of NFL, NBA, and the Baseball World Series in their offerings.
As Foxtel embarks on this ambitious summer of cricket, it aims to not only capture the attention of die-hard fans but also attract new viewers with its comprehensive and accessible coverage. The network’s strategic planning and investment in talent and technology underscore its commitment to delivering a memorable cricket season.
