Fairfax Radio cricket deal confirmed

Fairfax Radio Network has confirmed its broadcast rights beal for cricket broadcasts for the next five years. The addition of cricket into the format will give the station another reason to market itself as an alternative to the ABC.

The landmark five-year broadcast rights deal with Cricket Australia will see Fairfax Radio Network each summer cricket season broadcast the Boxing Day and Sydney Test matches, all One Day Internationals, Big Bash League (BBL) and International T20 matches, providing sports fans unprecedented access to live cricket. Fairfax Radio Network says it will have “the most comprehensive live coverage on radio, broadcasting all four cricket competitions.”

Under the agreement, the network will broadcast international matches across 3AW Melbourne, 2UE Sydney, 4BC Brisbane and 6PR Perth, reaching an audience of more than 1 million* people. The BBL broadcasts will have a more local approach, airing most matches that feature the two teams in their respective markets, as well as making the broadcast available nationally on DAB+.

Fairfax will bring to its coverage more than 60 years’ experience of broadcasting sport. The network is currently negotiating with a number of high profile commentators, with the line-up expected to be announced within weeks.

Fairfax Radio Network Managing Director Adam Lang says: “This agreement with Cricket Australia marks an important milestone in our history as Australia’s largest talk radio network with a rich heritage in sports broadcasting. We are excited to be broadcasting a sport that plays such an integral role in the Australian way of life. Cricket has a rich history of sporting success for our nation and we are delighted to be a part of its future.”

“We want to create destination content for the sport across summer for our audience and our advertisers. It’s an exciting day for us all and an honour for us to be a part of such a respected and much loved sport.”

National Sales Director Nick Randall says this deal has created “a fantastic offering for advertisers that will allow both national and local partnerships to be executed. The offering will harness the assets of Fairfax Media to offer advertisers unique in-broadcast integration in a seamless and compelling way.”

The Network’s cricket coverage will begin with the BBL from December 20, followed by the historic Boxing Day and Sydney Ashes Tests, the 1st One Day International on January 12 running through to the 5th One Day International; the T20 matches from January 29; and culminating with the BBL final on February 7.

Cricket Australia CEO James Sutherland says the broadcast rights agreement between Cricket Australia and Fairfax Radio Network “marks an exciting new chapter for cricket in Australia and offers followers of the game even more ways to enjoy the cricket action this summer.”

See our earlier report for more analysis.

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