As the summer heat approaches, Foxtel is gearing up for what promises to be a monumental season of cricket, with plans to broadcast over 3,000 hours of live action. This ambitious endeavor is spearheaded by Steve Crawley, managing director of Fox Sports, who emphasizes the year-round nature of cricket. “Cricket’s not something that you pick up when it starts getting to warmer weather,” Crawley explains. “The way the cricket is now, it’s a 12-month-a-year job.”
This summer is particularly significant for Foxtel, as it marks the return of a five-test Ashes series against England on Australian soil for the first time in four years, starting November 21. The cricket calendar is packed, with a T20 series against New Zealand already underway and a series of one-day internationals against India commencing in Perth on October 19. Additionally, fans can look forward to numerous T20 games, 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, reveals the strategic planning behind their sports programming. “There’s a lot of planning and science that goes behind what we’re promoting in our big rating properties,” he notes. Foxtel has recently concluded a successful footy finals season, drawing significant audiences, which they now aim to convert into viewers for the cricket season.
Howarth highlights the importance of using premium sports to engage Kayo Sports customers, ensuring they witness an unforgettable summer of cricket. “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,” he adds.
Excitement and Anticipation
Crawley shares his enthusiasm for the upcoming season, describing it as a “purple period of sport.” He reflects on the excitement generated by recent Rugby League and AFL events, anticipating that this momentum will carry over into the cricket season. “It’s not very often that you get India white ball and the Ashes red ball test matches in the one summer,” Crawley remarks, expressing his unprecedented excitement for the cricket season.
The excitement is palpable at Kayo Sports’ summer of cricket launch in Parramatta, where figures like Fox Sport commentator Mark Waugh and Australian men’s captain Pat Cummins share their anticipation. “They’re not guys that get excited easy,” Crawley notes, indicating the unique nature of this summer’s cricket lineup.
Long-Term Planning and Broadcasting Strategy
Foxtel’s long-term agreement with Cricket Australia, extending until at least 2031, plays a crucial role in their strategic planning. This stability allows them to develop tentpole “magazine” shows and build a consistent broadcasting schedule. Howarth explains, “The ICC ‘Future Tours’ program tells us that in 2025-26 you’re going to have the Ashes, in 2024-25, you’ve got India. So we start planning years in advance.”
Such long-term deals are vital for retaining subscribers in a competitive broadcasting landscape. “It’s a great message for us to say, ‘Stick around because you’re going to see England. You’re going to see the Ashes. You’re going to see Formula One. You’re going to see UFC. You’re going to see all the action on ESPN, on Kayo’,” Howarth emphasizes.
Assembling the Right Team
Foxtel’s approach to assembling their commentary and presenter teams is another key aspect of their strategy. Crawley recalls the evolution of sports commentary, 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 says. Now, the focus is on creating a balanced team that resonates with various audience segments.
Foxtel’s commentary team includes notable figures like Ravi Shastri, whose presence is significant for the Indian community. “It just means so much to our coverage,” Crawley asserts. The mix of personalities, from Kerry O’Keeffe to Mark Waugh, ensures a dynamic and engaging commentary experience.
The Convenience of Kayo Sports
As Australian families embark on summer vacations, the portability of Kayo Sports becomes a major selling point. Howarth highlights the convenience of accessing live sports on the go, ensuring fans don’t miss any action. “A lot of Australian families become quite nomadic over summer and they might disappear to the beaches and on holidays and away from their normal homes,” he explains.
With a diverse lineup that includes the NFL, NBA, and the Baseball World Series, Foxtel offers a comprehensive sports package that appeals to a wide audience. “We’ve got such an awesome lineup of sport,” Howarth concludes, underscoring the unique value proposition of Kayo Sports.
As Foxtel prepares for this action-packed summer, the combination of strategic planning, diverse programming, and a strong commentary team positions them to captivate cricket fans across Australia and beyond.
