Fox Sports to launch bid for cricket rights, could partner with Nine

John Stensholt and Max Mason

Aug 29, 2016 – 12.00am

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Fox Sports is set to launch an aggressive bid for cricket broadcast rights, potentially partnering with incumbent international rights holder Nine Entertainment Co.

The pay-television operator is keen to win back at least some exclusive rights to the Big Bash League, which it telecast before losing the rights to Network Ten in 2013, and may even simulcast some international matches and other BBL games with Nine.

Fox's bold plans could also include a dedicated cricket channel, adding to the existing Fox Footy channel for the AFL and a new NRL channel that will launch with a new broadcast rights deal starting with the 2017 season.

Fox Sports want a piece of the cricket action, including exclusive rights to Big Bash League matches. Robert Prezioso

The move would be similar to the agreement Fox and Nine have for the NRL, under which Fox broadcasts all eight matches per round, three of which are also shown by Nine. Fox and Seven West Media also share rights to the AFL.

Fox's play for cricket could also help Nine in terms of costs, with Nine's chief executive, Hugh Marks, who is also keen to get a hold of rights to the BBL for Nine, as revealed by The Australian Financial Review, flagging that there may need to be a readjustment in how sports rights increase in price and that pricing increase was likely to come from BBL not international matches.

Marks' predecessor David Gyngell described it as an "ouch moment" when he agreed in 2013 to pay $450 million cash and contra for Nine's cricket rights over five years.

While the test matches and international limited-over games Nine currently broadcasts are on the anti-siphoning list, Big Bash League matches are not. That leaves the way open for Fox to gain at least some matches on an exclusive basis, though incumbent rights holder Ten is expected to also bid aggressively in an effort to maintain what has been a high-rating sport.

Broadcast discussions

Broadcasters are expecting Cricket Australia to set an asking price of up to $200 million annually for the rights, which could include streaming rights that Optus and Telstra would bid for.

As revealed the Financial Review last week, the governing body has already held preliminary discussions with all the networks ahead of launching a more formal process later this year or early in 2017.

Nine Entertainment and Network Ten, incumbent rights holders, are expected to fight hard to retain their respective rights and even expand them, while Seven West Media is also expected to bid.

Cricket Australia will shortly finalise a television deal with New Zealand broadcasters, before moving on to then strike a new deal in India, the most lucrative source of income for the organisation, and then Australia.

Fox Sports, meanwhile, is also working on a rights deal for Socceroos game and the A-League. It has won rights for the Socceroos' next portion of Socceroos qualifiers, starting on Thursday and having purchased them directly from Asian rights holder Lagardere, and is in exclusive talks with Football Federation Australia for an extension to A-League rights.

It is understood Fox is searching for a FTA partner for the soccer rights, and has spoken to all the three major networks. Whoever agrees to pay the highest amount to take some matches on simulcast, with Fox maintaining its hold on all games, will emerge as the rights holder in concert with Telstra, which will hold online streaming rights, should a deal be struck before next month during Fox's exclusive negotiating period.

John Stensholt is a former editor of the BRW Rich 200 and Young Rich Lists.

Max Mason covers insolvency, courts, regulation, financial crime, cybercrime and corporate wrongdoing. A Walkley Award winner, Max's journalism has also received awards from the National Press Club of Australia, the Kennedy Awards and Citibank. Connect with Max on Twitter. Email Max at max.mason@afr.com