The Cricket Australia (CA) national governing body has brought on board the Aussie Broadband firm as a commercial partner.
Through a three-year deal unveiled today, Aussie Broadband becomes the telecommunications partner of CA, in a tie-up that covers both Australia’s men’s and women’s national teams. There will be activations “across national cricket,” as well as at-match signage.
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In addition, Aussie Broadband will work with CA to streamline its international communications and IT management, as well as having its various network products installed at CA offices and other sites.
Ed Sanders, chief commercial officer at Cricket Australia, said: “Aussie Broadband is Australia’s most trusted telecommunications brand, and we’re proud to partner with an organization that holds an exceptional commitment to high performance with community-minded values at heart.”
Current CA commercial partners include Qantas (with an extension unveiled in late March), Woolworths, Weber, KFC, Toyota, and Bet365, while NRMA Insurance is the naming rights partner for the home test series.
Brian Maher, group chief executive at Aussie Broadband, added: “This partnership is a demonstration of the close collaboration between Aussie Broadband and Cricket Australia’s marketing, network and sales teams.”
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By GlobalDataThe tie-up has been unveiled with Australia's men's team set to contest the ICC World Test Championship Final, against South Africa, in England next month.
Elsewhere in cricket, a broadcast rights deal covering the next two tours of England by India’s men’s team has been unveiled, between JioStar and Sony Pictures Networks India (SPNI).
Through this tie-up, rights-holder SPNI, which has a broadcast agreement with the England and Wales Cricket Board running through 2031, will cover all the action on linear TV, while sub-licensing exclusive streaming rights to the JioHotstar digital service.
The deal covers all five tests from India’s 2025 men’s tour (beginning next month), as well as all the limited-overs games to be played between England and India in 2026.
The first test of this year's series begins on June 20, taking place in Leeds.
Sanjog Gupta, chief executive for sports and live experiences at JioStar, stated: “This collaboration is a win-win for all stakeholders involved—especially Indian cricket fans—and serves the broader sporting landscape. The combination of JioHotstar’s deep digital footprint with SPNI’s broadcast network will universalize access to India’s tours of England.”
JioStar was created last November, through a merger between Disney Star and Viacom18's Jio brand. JioHotstar was then launched in February this year.
Gaurav Banerjee, SPNI’s managing director and chief executive, added: “Backed by the power of the Sony TV network and the digital prowess of JioStar, this first-of-its-kind partnership will hope to redefine cricket coverage.”
Domestically, the vast majority of the England v India series will be covered live by UK pay-TV heavyweight Sky.
In terms of broadcast rights to cricket in the UK, last week the ECB agreed to a new broadcast deal with UK commercial broadcaster Channel 5 to provide free-to-air coverage of four international T20 (IT20) matches each year, through 2028.
This year, the four games will include one England v India women's T20 game.
