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Cricket Australia Puts U.K. Television Rights Up For Sale

Cricket Australia "is aiming to capitalise on a surge of English enthusiasm for the game" with the sale of its domestic media rights in the U.K., according to Jamie Smyth of the FINANCIAL TIMES. Australia’s existing four-year U.K. deal with Sky Sports is estimated to be worth about £50M ($78M), but the country’s cricket governing body for the sport "is hopeful of surpassing this on the back of interest in the Ashes series due to be played Down Under" in '17-18 and the popular Twenty20 Big Bash league. A letter sent to prospective bidders for the rights said, "We regard Cricket Australia’s strong digital presence as vital to our engagement with Australian cricket fans in the UK and around the world." At least six media companies in the U.K. "have requested tender documents from Cricket Australia, including rivals Sky Sports and BT Sports." The growing global popularity of cricket "has led to a jump in the value of its already lucrative television rights packages over the past decade." The Int'l Cricket Council "awarded its next eight-year TV rights deal jointly to Star India and Star Middle East" -- a deal reportedly worth as much as $2.5B. CA's deal offers companies the right to broadcast in the U.K. and Republic of Ireland "over five seasons" from '16-17 to '20-21. They "have been invited to bid for one or both of the free to air TV and pay TV media rights packages on offer" (FT, 8/14).

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