What's Happening?
TNT Sports has acquired the broadcast rights for England's upcoming Ashes series against Australia, set to begin in November in Perth and conclude in January. This deal extends TNT Sports' coverage of international cricket fixtures in Australia until March 2026. Previously, BT Sport held the rights for the Ashes series in 2017-18 and 2021-22, but TNT Sports took over following a corporate acquisition in 2023. The agreement also includes coverage of Australia's men's white-ball series against South Africa and India, as well as the women's multi-format series against India next year. Cricket Australia CEO Todd Greenberg expressed satisfaction with the continued partnership, emphasizing TNT Sports' role in bringing Australian cricket to UK audiences.
AD
Why It's Important?
The acquisition of broadcast rights by TNT Sports is significant for cricket fans in the UK, ensuring continued access to live coverage of major international cricket events. This move strengthens TNT Sports' position in the sports broadcasting market, potentially increasing its viewership and influence. For Cricket Australia, the deal provides a stable platform to showcase its matches to a broader audience, enhancing the visibility and commercial appeal of Australian cricket. The partnership may also impact the competitive dynamics among sports broadcasters, as TNT Sports expands its portfolio of high-profile sporting events.
What's Next?
With the broadcast rights secured, TNT Sports is expected to focus on delivering comprehensive coverage of the Ashes series and other cricket fixtures. This may involve strategic marketing campaigns to attract viewers and enhance engagement. Cricket Australia will likely continue to collaborate with TNT Sports to optimize the presentation and reach of its matches. Additionally, other broadcasters may respond by seeking similar deals to maintain competitiveness in the sports broadcasting sector.
