Seven or Nine would have to partner with Fox to compete with bid, but they are talking up their ability to promote the game
In the life cycle of a Cricket Australia administration, nothing matters more than the home broadcast deal. There is prize money, ICC distributions, overseas broadcasts, but the value of showing the major summer sport to an Australian audience dwarfs the lot. Everything that CA does depends on that cashflow, as well as keeping cricket in front of as many people as possible. The current contract has another season to run, but with channels Seven, Nine, Ten, and Fox Sports all keen for a slice next time, everyone wants a deal done now.
Last time, in 2018 in the dying months of James Sutherland’s time in charge, was a landmark missed opportunity. Channel Ten had spent the preceding years making a success of the Big Bash League, and with the backing of US giant CBS, offered $960m to put every Australian cricket match on free-to-air. That meant domestic men’s and women’s games, boosting the Sheffield Shield and the 50-over competitions along with internationals and the BBL. But CA wanted to top a billion dollars, and after a verbal agreement with Ten, reneged to split the rights between Seven and Fox for a relatively small increase to $1.18bn, with plenty of that value in contra advertising rather than in cash.
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