Foxtel is gearing up for what it anticipates will be a landmark summer of cricket, with an extensive lineup of matches and events set to captivate sports fans across Australia. This summer marks a significant occasion as a five-test Ashes series against England returns to Australian soil for the first time in four years, commencing on November 21.
In addition to the Ashes, the cricket calendar is packed with a T20 series against New Zealand that began earlier this month, and a series of one-day internationals against India starting in Perth on October 19. The summer will also feature numerous T20 games, 87 live Big Bash League (BBL) and Women’s Big Bash League (WBBL) matches, a Women’s test match, the Sheffield Shield, the Dean Jones Trophy, and the Women’s National Cricket League (WNCL).
Foxtel’s Strategic Approach to Cricket Broadcasting
Foxtel’s managing director of Fox Sports, Steve Crawley, emphasized the year-round nature of cricket, noting, “Cricket’s not something that you pick up when it starts getting to warmer weather.” This sentiment reflects Foxtel’s commitment to providing comprehensive coverage of cricket as a continuous engagement rather than a seasonal affair.
Adam Howarth, Foxtel’s director of content acquisitions and sports partnerships, explained the strategic planning behind their extensive cricket coverage. “There’s a lot of planning and science that goes behind what we’re promoting in our big rating properties,” he stated, highlighting the importance of leveraging large audiences from other sports to build anticipation for the cricket season.
“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 said.
Building Long-term Broadcast Relationships
Foxtel’s long-term agreements with Cricket Australia, which extend until at least 2031, allow the network to plan and execute a robust cricket programming strategy. This stability enables the creation of tentpole shows and consistent viewer engagement across seasons.
Howarth explained, “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 foresight ensures that Foxtel can deliver a seamless transition from one major sporting event to the next, maintaining viewer interest throughout the year.
Enhancing Viewer Experience with Expert Commentary
Foxtel’s approach to assembling its commentary team is as meticulous as its programming strategy. Crawley highlighted the importance of having a diverse mix of talent, including international cricket legends like Ravi Shastri, to cater to the varied tastes of their audience.
“In the old days you’d just get the cream of the Australian commentators or former cricketers and put them in,” Crawley recalled. “But now, we’ve got Ravi Shastri here for the eight matches against India — some would argue he’s the greatest player ever for India.”
This diversity in commentary not only enriches the viewing experience but also helps Foxtel resonate with different audience segments, ensuring that every viewer finds something to enjoy in the broadcast.
Foxtel’s Mobile Viewing Advantage
As Australian families take to the beaches and embark on holidays over the summer, Foxtel’s Kayo Sports platform offers the flexibility of mobile viewing, ensuring fans don’t miss any action. Howarth noted the convenience of being able to take Kayo Sports on the road as a key advantage for viewers.
“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,” Howarth said. “So just the convenience of being able to take Kayo Sports on the road and allow you to not miss a thing is one of the things that we’re very excited about.”
With a lineup that includes not only cricket but also other major sports like NFL, NBA, and the Baseball World Series, Foxtel is poised to offer an unparalleled sports viewing experience this summer.
As the summer unfolds, Foxtel’s comprehensive cricket coverage, strategic planning, and innovative broadcasting approach are set to captivate audiences, ensuring that cricket remains a central part of the Australian sporting landscape throughout the year.
