The Seven Network, entered just 12 days before Australia’s tour of Sri Lanka to secure the deal and convey cricket back to Australian screens. For many years, every men’s Test tour involving Australia has been broadcast live, ensuring fans never missed a ball. Nonetheless, as time ticked all the way down to the beginning of the primary Test in Galle on January 29, the absence of a broadcasting deal highlighted the fragility of traditional rights agreements.
Seven Network’s Intervention
Just 12 days before the primary ball was set to be bowled, the Seven Network swooped in, securing the rights and averting what might have been a significant disappointment for cricket enthusiasts.
Joel Starcevic, Seven’s head of cricket, aptly captured the moment, stating, “Australians absolutely love their cricket, and we cannot wait to deliver much more motion as Australia takes on Sri Lanka.” This agreement solidified Seven’s commitment to keeping the spirit of cricket alive.
Fans can now access the Sri Lanka series free on Seven’s television network and via streaming on the 7plus app. This dual platform approach ensures cricket reaches a various audience, mixing the accessibility of traditional TV with the convenience of recent streaming.
Historic Context of Overseas Test Broadcasting
For over 30 years, Australian fans have relied on televised coverage for overseas Tests. The one exception was in 1994, through the Pakistan tour, making such blackouts a rare occurrence. Seven’s intervention preserves this longstanding tradition.
This marks the primary non-Ashes overseas Test tour shown on free-to-air TV in Australia since Mark Taylor’s team toured South Africa in 1997. The rarity highlights the importance of this broadcasting breakthrough.
Competing Stakeholders in Cricket Broadcasting
Foxtel has long dominated cricket broadcasting, holding rights to lots of Australia’s overseas tours because the late Nineteen Nineties. Nonetheless, its future stays uncertain, as British-based streaming service DAZN prepares to amass it. This transitional phase could explain the lapse in acquiring rights for the Sri Lanka tour.
While Amazon secured ICC event rights from 2024 to 2027, they’ve yet to explore bilateral series broadcasting. This leaves a spot in coverage that traditional networks like Seven have temporarily filled, keeping fans connected to live cricket.
Implications of the Deal
The deal also signals a shift within the sports broadcasting industry, with traditional TV networks holding their ground against the growing dominance of streaming giants. It shows that free-to-air broadcasts remain crucial in ensuring wide-ranging access to the game.
The Sri Lanka tour guarantees exciting cricket, kicking off with the primary Test in Galle on January 29 and featuring two ODIs. The series coincides with the Women’s Ashes Test on the MCG, giving fans a wealth of cricket to enjoy. Managing simultaneous broadcasts of international and domestic cricket events isn’t any small feat. Seven Network faces logistical challenges but stands to achieve significant viewer engagement from this packed schedule.
