Campaign details

Brand: Fox Cricket
Brand owner: Foxtel
Lead agency: Mindshare Australia
Country: Australia
Industries: TV channels, services, programmes
Media channels: Mobile & apps, Online display, Online video, Outdoor, out-of-home, Programmatic display, Voice, chatbots
Budget: 5 - 10 million

Executive summary

In 2018, Australian pay TV brand Foxtel invested AU$600m to secure the broadcast rights for cricket.

Cricket is considered a natural resource for Australians – in the same category as sun, sand and surf. As such, it had always been broadcast for free. Now Aussies had to pay $60 per month to watch every ball. However, Australia’s complex sport licensing laws ensured major games were still free to air on competitor broadcaster CH7.