Foxtel is gearing up for what it describes as the most significant summer of cricket in years, with a comprehensive lineup of matches and events designed to captivate sports fans across Australia. This summer’s cricket schedule is headlined by the return of the five-test Ashes series against England on Australian soil, starting November 21, for the first time in four years.
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 reflects Foxtel’s strategy of maintaining cricket as a constant presence in its sports programming.
Extensive Cricket Coverage
The summer cricket schedule is packed, beginning with the T20 series against New Zealand and followed by a series of one-day internationals against India, starting in Perth on October 19. In addition, there are five T20 matches against India, numerous T20 games, and 87 live BBL and WBBL matches throughout the season. The lineup also includes a Women’s test match, the Sheffield Shield, the Dean Jones Trophy, and the WNCL.
Foxtel plans to broadcast over 3,000 hours of live cricket action. Adam Howarth, Foxtel’s director of content acquisitions and sports partnerships, highlights the importance of this extensive coverage, noting, “There’s a lot of planning and science that goes behind what we’re promoting in our big rating properties.”
Strategic Promotion and Audience Engagement
Foxtel has leveraged its recent success with AFL and NRL finals to boost interest in its cricket offerings. Howarth explains, “We use those audiences to shout about the Ashes and to shout about the summer of cricket. 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.”
Crawley expresses his enthusiasm for the upcoming season, describing it as a “purple period of sport.” He notes the unique opportunity of hosting both India white ball and Ashes red ball test matches in the same summer, adding, “I can’t remember feeling more excited leading into a summer as we do this year.”
Long-Term Planning and Broadcast Strategy
Foxtel’s long-term broadcast agreements with Cricket Australia, extending until at least 2031, allow for meticulous planning and the development of tentpole shows. 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. So we start planning years in advance.”
These long-term deals also enable Foxtel to maintain consistency in its sports broadcasting, which is crucial in retaining subscribers. Howarth emphasizes the importance of this continuity, stating, “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.’”
Innovative Commentary and Viewer Experience
Foxtel is also focusing on assembling a diverse and engaging commentary team. Crawley recalls his time as Nine’s head of sports, noting the evolution in commentary team selection. “In the old days you’d just get the cream of the Australian commentators or former cricketers and put them in,” he says. Now, Foxtel brings in international voices like Ravi Shastri, alongside Australian personalities, to enrich the viewing experience.
Howarth highlights the flexibility of Kayo Sports, which allows viewers to take their sports with them wherever they go. “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. “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 robust lineup and strategic planning, Foxtel is poised to deliver a memorable summer of cricket, aiming to engage and expand its audience with a mix of traditional and innovative approaches.
