Foxtel is gearing up for what it describes as the most significant summer of cricket in years, as it prepares to broadcast an extensive lineup of matches and tournaments. With the return of the Ashes series against England on Australian soil for the first time in four years, commencing on November 21, Foxtel is pulling out all the stops to engage cricket fans across the nation.
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 summer, Foxtel will air over 3,000 hours of live cricket action, including a T20 series against New Zealand, three one-day matches against India starting October 19 in Perth, and numerous T20 games, alongside 87 live BBL and WBBL matches.
Extensive Coverage and Strategic Planning
Foxtel’s Director of Content Acquisitions and Sports Partnerships, Adam Howarth, 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 notes. Following successful AFL and NRL seasons, Foxtel aims to leverage those audiences to boost interest in the upcoming cricket season.
Howarth adds, “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.” The goal is to maintain the momentum from a thrilling winter sports season into the summer, ensuring cricket fans remain engaged.
Building Long-Term Partnerships
Foxtel’s long-term agreement with Cricket Australia, extending until at least 2031, enables the network to plan ahead and build comprehensive programming around cricket. Howarth explains, “When we signed this agreement with Cricket Australia, we knew what we were buying. 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.”
Such long-term deals allow Foxtel to create consistent, high-quality content that retains subscribers throughout the year. “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 a Stellar Commentary Team
Steve Crawley reflects on the importance of assembling a diverse and engaging commentary team. “In the old days you’d just get the cream of the Australian commentators or former cricketers and put them in,” he recalls. However, the current approach involves a mix of personalities, including international figures like Ravi Shastri, who bring unique perspectives to the coverage.
Crawley elaborates, “You have to have different sort of personalities, where a [’70s Australian cricketer] Kerry O’Keeffe’s a very different personality to, say, a Mark Waugh. Probably two people that see the world completely different. You put them side by side, and there’s a place for them in a really well-balanced commentary team.”
The Convenience of Kayo Sports
As Australian families often travel during the summer, Foxtel highlights the convenience of Kayo Sports, which allows fans to take their sports coverage on the go. Howarth notes, “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.”
The ability to stream live sports, including the NFL, NBA, and the Baseball World Series, ensures that fans do not miss any action, regardless of their location. “We’ve got such an awesome lineup of sport,” Howarth concludes, underscoring the comprehensive nature of Foxtel’s sports offerings.
With a robust lineup and strategic planning, Foxtel is poised to deliver an unforgettable summer of cricket, captivating fans and solidifying its position as a leading sports broadcaster in Australia.
