“Cricket’s not something that you pick up when it starts getting to warmer weather,” Steve Crawley, managing director of Fox Sports, told Mumbrella. “The way the cricket is now, it’s a 12-month-a-year job.”
This summer marks a pivotal season for Foxtel, as the network gears up for what is anticipated to be the most significant cricket season in years. For the first time in four years, the Ashes series against England will be hosted on Australian soil, commencing on November 21. This follows the T20 series against New Zealand that kicked off earlier this month, and the first of three one-day internationals against India scheduled in Perth this Sunday, October 19. Additionally, five more T20 matches against India are on the docket.
Foxtel’s extensive cricket coverage doesn’t stop there. The network plans to broadcast over 3,000 hours of live cricket action, including 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, is optimistic that cricket fans are already aware of the extensive coverage planned.
Strategic Planning and Audience Engagement
“There’s a lot of planning and science that goes behind what we’re promoting in our big rating properties,” Howarth explained. “We have just finished an unbelievable couple of months of footy finals, both AFL and NRL, with some pretty astounding audiences. We use those audiences to shout about the Ashes and to shout about the summer of cricket.”
The strategic use of premium sports content is crucial for Foxtel, particularly in attracting and retaining Kayo Sports subscribers. Howarth emphasized the importance of leveraging large audiences from other sports to drive interest in the upcoming cricket season.
Crawley is particularly enthusiastic about the upcoming summer, describing it as a “purple period of sport.” He noted the unprecedented excitement surrounding the Ashes and the India white ball matches, suggesting that the enthusiasm from commentators like Mark Waugh and Australian men’s captain Pat Cummins is a promising indicator of the season’s potential.
Long-term Vision and Rights Management
Foxtel’s long-term agreement with Cricket Australia, which extends until at least 2031, allows for meticulous planning and the development of consistent programming. Howarth highlighted the importance of these lengthy rights deals, which enable the creation of tentpole “magazine” shows and ensure continuity for subscribers.
“When we signed this agreement with Cricket Australia, we knew what we were buying,” 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.”
This foresight not only aids in scheduling but also in assembling a diverse and engaging commentary team. Crawley reflected on the evolution of sports broadcasting, noting the importance of having a mix of personalities and expertise in the commentary box.
Innovative Broadcast and Viewer Experience
Despite the challenges of a fragmented broadcasting landscape, Foxtel remains committed to providing a seamless viewing experience. The ability to take Kayo Sports on the road is a significant advantage, particularly for Australians who travel during the summer months.
“A lot of Australian families become quite nomadic over summer,” Howarth noted. “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.”
“We’ve got such an awesome lineup of sport,” Howarth added, highlighting the comprehensive coverage that includes not only cricket but also other major sports like the NFL, NBA, and the Baseball World Series.
As Foxtel prepares for an action-packed summer, the network’s strategic planning, extensive rights agreements, and innovative viewer engagement strategies are set to deliver an unparalleled cricket experience to fans across Australia.
