Foxtel is gearing up for a landmark summer of cricket, promising over 3,000 hours of live action as it aims to captivate sports fans across Australia. This summer marks a pivotal moment for the broadcaster, with the return of a five-test Ashes series against England on Australian soil for the first time in four years, starting November 21.
Steve Crawley, managing director of Fox Sports, emphasizes the year-round nature of cricket, stating, “Cricket’s not something that you pick up when it starts getting to warmer weather. The way the cricket is now, it’s a 12-month-a-year job.” This sentiment underscores Foxtel’s commitment to offering comprehensive cricket coverage.
Unprecedented Coverage and Strategic Planning
The summer cricket lineup is extensive, featuring a T20 series against New Zealand that began earlier this month, and an upcoming one-day international against India in Perth on October 19. In addition, cricket enthusiasts can look forward to numerous T20 games, 87 live BBL and WBBL matches, a Women’s test match, the Sheffield Shield, the Dean Jones Trophy, and the WNCL.
Adam Howarth, Foxtel’s director of content acquisitions and sports partnerships, highlights the strategic planning behind this extensive coverage. “There’s a lot of planning and science that goes behind what we’re promoting in our big rating properties,” he explains. “We have just finished an unbelievable couple of months of footy finals, both AFL and NRL, with some pretty astounding audiences.”
“The ability to use premium sports to convince Kayo Sports customers that they’re about to witness something amazing over the course of this summer is very important to us,” Howarth says.
Building Momentum with Audience Engagement
Crawley is optimistic about the upcoming season, describing it as a “purple period of sport.” He notes the excitement among Fox Sport commentators and cricket figures like Mark Waugh and Australian men’s captain Pat Cummins as indicative of the anticipation surrounding the summer’s events.
Last summer’s tour by the Indian team set records for Foxtel, and Howarth anticipates similar success this year. “We couldn’t be happier and more excited about what’s to come,” he states. The broadcaster’s long-term agreement with Cricket Australia, extending until at least 2031, facilitates extensive planning and the creation of tentpole shows that engage audiences year-round.
Long-Term Strategy and Talent Development
Foxtel’s long-term rights deals allow for the development of engaging content and the assembly of a diverse commentary team. Crawley reflects on the evolution of commentary teams, noting the importance of diverse personalities and expertise. “In the old days you’d just get the cream of the Australian commentators or former cricketers and put them in,” he recalls. “But now, we’ve got Ravi Shastri here for the eight matches against India.”
“It takes you a long time to get a team together, like any champion team. But, once you’ve got it together, it’s just a case of picking the right players on the right day,” Crawley explains.
Reaching Audiences Wherever They Are
Foxtel’s strategy extends beyond traditional broadcasting, recognizing the nomadic nature of Australian families during the summer. Howarth highlights the convenience of Kayo Sports, which allows subscribers to access content on the go. “A lot of Australian families become quite nomadic over summer and they might disappear to the beaches and on holidays,” he says.
This flexibility, combined with a diverse sports lineup including NFL, NBA, and the Baseball World Series, positions Foxtel as a leader in sports broadcasting. “We’ve got such an awesome lineup of sport,” Howarth concludes, underscoring the broadcaster’s commitment to delivering premium sports content to its audience.
As Foxtel prepares for this ambitious summer, the broadcaster’s strategic planning, diverse talent, and comprehensive coverage promise to make it a season to remember for cricket fans across Australia.
