Nine Entertainment has reportedly successfully secured the free-to-air broadcast rights for the England-hosted Ashes Test series for 2027 and 2031, with a deal amounting to approximately $40 million.
The AFR reports the deal will see Nine simulcast the event in partnership with Foxtel. It is understood Seven West Media (which currently holds simulcast rights for Australian-hosted) Ashes Test series opted to withdraw from the rights race after its bid fell short of the England and Wales Cricket Board‘s (ECB) asking price.
The English cricket authority sought over $50 million for the two series, but last month, Seven withdrew its offer to the ECB, stating financial constraints as the primary hurdle.
The acquisition of the Ashes rights remains lucrative for broadcasters due to the popularity of the series and the prime viewing schedule aligning with Australian evenings. Federal regulations under the anti-siphoning list mandate that such culturally significant events must be offered to free-to-air broadcasters before subscription services like Foxtel, ensuring the public has unimpeded access.
Under the previous, exclusive deal by Nine in 2019 and 2023, the network reportedly disbursed around $13 million per series.
Hopes were pinned on a heightened valuation following the global traction and increased audience numbers, particularly after Jonny Bairstow’s memorable performance in the second Ashes Test. However, with financial pressures escalating amidst a challenging climate for broadcasters, the deal was settled without reaching the anticipated high.
The Ashes series rights are just one part of a busy season for broadcasters, Seven, which holds the broadcast rights for the Australian-hosted Ashes up to 2031 through a shared $1.5 billion deal with Cricket Australia, has lately exhibited fiscal prudence in sports broadcasting expenditure.
In contrast to its previous spendthrift approach, Seven secured a cost reduction in its latest agreement with Cricket Australia, whereas Foxtel invested more. Seven did, however, commit a considerable sum to retain the Australian Football League (AFL) rights in a $4.5 billion package, again shared with Foxtel until 2031.
Nine, which operates the Stan Sport streaming service, is engaged in ongoing sports rights discussions. These include exclusive negotiations with Rugby Australia about a new broadcast agreement and is expected to finalize terms with Tabcorp for the Melbourne Cup carnival rights in coming days.
The payment for the first part of its $300 million Olympic rights deal is scheduled for the upcoming financial year, coinciding with the start of a fresh broadcast contract with Tennis Australia.
SOURCE: AFR
Channel 7 should just stick to Footy.