Seated among the thousands of fans at the NRL and AFL grand finals were two unlikely attendees: two English executives in charge of brokering a new Ashes deal.
Among the senior business executives and politicians hobnobbing at the AFL and NRL grand finals last week were two understated poms who were actually star guests.
The pair held a series of meetings with potential partners in the days after the football finals weekend, and are now in the advanced stages of deciding which network will broadcast the next two tournaments.Two media sources with direct knowledge of the more recent deals, signed by Nine in 2019 and 2023, said the media giant paid about $23 million per series. But with the high ratings and media attention generated from the latest series, the ECB executives will want more.
A second package includes all other England Test matches and one-day cricket played on their home soil, a component of which is likely to end up behind a paywall with Foxtel and Kayo Sports. A new Ashes deal would be valuable to a television network as it gives a broadcaster access to 45 days of cricket exclusively at a time when live sport is considered one of the few ways to generate large audiences in a changing streaming landscape.
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