Cricket Australia Could Lose Up To $500m In Broadcast Rights, Says Expert

Cricket Australia Could Lose Up To $500m In Broadcast Rights, Says Expert
SHARE
THIS



Cricket Australia’s ball-tampering scandal could provide a huge windfall for television broadcasters at the expense of the governing body, according to one expert.

Dr Michael Naraine, a researcher within Deakin University’s Centre for Sport Research, has kept a close eye on Cricket Australia’s broadcast rights bidding process, and said the scandal could not have come at a worse time for Cricket Australia.

“Tender bids for the broadcast rights across all forms of cricket were submitted just over a week ago,” he said.

“Cricket Australia had been hoping for $1 billion cumulatively for the broadcast rights, but after this weekend’s scandal, I estimate that figure could be as low as $500 million, with a ceiling of $800 million.”

“It’s safe to say that the major players would have bid for the forms of cricket they’ve long been known for – Nine Network for international test cricket, Ten Network for Big Bash League and T20.”

Naraine said the two key players in particular – Ten and Foxtel – could now be in the box seat, particularly now that Ten has CBS behind it.

“We know that CBS has been losing out on some sports rights in the United States, so they may have been saving up for a shiny new cricket deal,” he said.

“Foxtel is a wild card. It’s certainly looking to increase its subscriber rates and offering a 24-hour cricket channel – especially if they were able to partner up with Nine or Ten for their coverage – would be a great way to do that.”

Naraine’s comments come after Cricket Australia rejected a joint bid for the rights from Nine and Ten.

According to Naraine, the question now is not if the scandal will damage the value of cricket broadcasting rights, but by how much.

“The bids are in, but broadcasters could now say to Cricket Australia ‘hold on, the public is furious with the test team, sponsors are dropping out; we don’t think the rights are worth that amount anymore, let’s talk’,” he said.

“Cricket Australia was obviously looking to extract as much money from the broadcast partners as humanly possible, and that’s why they split up the broadcast packages on offer, effectively offering two different product lines – international tests as one offering and T20 and BBL as another.

“I was initially sceptical about this approach as Cricket Australia ran the risk of losing control over the presentation and narrative of the sport if it was dealing with multiple broadcasters simultaneously, instead of just one network which would air multiple matches simultaneously across a number of free-to-air channels.

“In hindsight though, as we consider the fallout from the ball-tampering scandal, they look like geniuses.

“Cricket Australia will be at pains to separate T20 and BBL – the forms of cricket seeing the most growth – from the international men’s team as the scandal plays out. This would protect the value of the T20 and BBL rights, which I estimate at around $300 million.”

Naraine said that while the full effects of the ball-tampering scandal on cricket’s reputation may not be known for a while, one thing was certain.

“Despite the fact that this is a huge issue and a lot of traditionalist cricket fans in Australia are up in arms and calling for the team to take off their baggy greens, fans will continue to watch cricket,” he said.

“This isn’t going to stop people watching cricket either internationally or at home which means the broadcast rights will always be valuable and hard-won.”

Please login with linkedin to comment

Cricket Australia cricket rights Dr Michael Naraine Michael Naraine

Latest News

BBC Global News Unveils Its Very Own Online Travel Marketplace In Australia & NZ
  • Media
  • Technology

BBC Global News Unveils Its Very Own Online Travel Marketplace In Australia & NZ

BBC Global News has announced the launch of a new consumer travel marketplace that enables its audiences to discover, plan and book flights, hotels and experiences. Initially launching in Australia and New Zealand, Discover Beyond draws on the editorial inspiration of BBC Travel, the global features site of BBC.com and powered by TRAVLR’s technology, to […]

Donald Trump Is Apparently Attempting To Trademark ‘Truthing’, ‘Follow The Truth’ and ‘Retruth’
  • Media
  • Technology

Donald Trump Is Apparently Attempting To Trademark ‘Truthing’, ‘Follow The Truth’ and ‘Retruth’

Former US President Donald Trump has attempted to trademark a number of words for his new media platform, ‘Truth Social’. The phrases include ‘truthing’ and ‘retruther’ as well as the site’s tagline ‘follow the truth’. According to UK publisher The Independent, the trademark applications were filed to the U.S. Patent and Trademark Office by Holly Collins, a […]

by B&T Magazine

B&T Magazine
Google Launches Campaign Supporting Aussie Small Businesses, Via Emotive
  • Campaigns

Google Launches Campaign Supporting Aussie Small Businesses, Via Emotive

In the last year, Google has helped 1.3 million Aussie small businesses to connect with customers, digitize and grow. But Google’s impact doesn’t stop with those 1.3 million Australian businesses, it starts with them. When Google helps small businesses grow, their people grow too.

SCA Chief Marketing Officer Nikki Clarkson Named On 2021 CMO50
  • Media

SCA Chief Marketing Officer Nikki Clarkson Named On 2021 CMO50

SCA chief marketing officer Nikki Clarkson has been recognised as one of the top 50 marketers in Australia on the prestigious 2021 CMO50 list for the second consecutive year. Clarkson is also the only media industry executive to be recognised as one of the nation’s best marketers. Now in its seventh year, CMO50 recognises Australia’s […]

Kids Online Safety Site TotallyAwesome Appoints Alfie Leitao As CTO
  • Technology

Kids Online Safety Site TotallyAwesome Appoints Alfie Leitao As CTO

Alfred (Alfie) Leitao has been appointed chief technology officer of TotallyAwesome, a leading digital-engagement company helping brands safely interact with kids, teens and their parents on the internet. Leitao will join the business’ senior leadership team and will be based in Sydney. “Our engagement with brands wanting to appropriately connect with kids and teens is […]

The Zoo Republic &  Sanitarium Change The Game With Their Latest Weet-Bix Prize-Bowl AR Promotion
  • Advertising
  • Marketing

The Zoo Republic & Sanitarium Change The Game With Their Latest Weet-Bix Prize-Bowl AR Promotion

Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.