Foxtel has scored major advertisers for its summer of cricket.
Sponsorships across all platforms include Toyota, McDonalds, Harvey Norman, Chemist Warehouse and Bunnings.
Other returning partnerships are Ashley & Martin, Daikin to sponsor test matches, HostPlus for The Ashes, and Youi and CBUS for the Big Bash League (BBL).
BetR, Canadian Club and Westpac are first-time partners for all formats.
Aussie Broadband and IG Markets are new sponsors for The Ashes test matches.
The Women’s Big Bash League (WBBL) will return in October and November with Toyota, McDonald’s, Harvey Norman and Chemist Warehouse returning - joined by new partners, Westpac and CBUS.
The 2025-26 season features innovative coverage with the new Fox Drone augmented reality (AR) technology - next generation extended reality (xR) and AR solution that offers advertisers the chance to represent their brand with views from aerial coverage.
There’s also integrated marketing revenue opportunities for existing and new advertisers, linked with graphics.
Cricket on Kayo SPORTS and Foxtel has a total summer reach of 10.4m across Broadcast, Streaming & Fox Venues, bringing in the biggest audience reach for the platforms.
Foxtel says it delivers 26% more premium content, 28% higher engagement, and one-third of the ad load of its nearest competitor.
The platforms have more than 22m followers on social media, with brands leveraging this to connect with Kayo SPORTS harder-to-reach 18-24 demographic.
Kayo SPORTS and Foxtel have exclusive coverage of the Men’s T20I and ODI series in August against South Africa and India in October and November, and the Indian Premier League in March 2026.
They also have coverage of The Men’s Ashes series, the Women’s T20I and Test series against India. The Women’s and Men’s BBL is exclusive and simulcast.
“Cricket is a national summer obsession,” said Nev Hasan, chief strategy officer at Foxtel media.
“Following last year’s spectacular series against India, we’re forecasting our biggest audiences yet. The Ashes remains sport’s most iconic contest, and after the dramatic 2–2 draw in the last series, we’re expecting viewership to climb by 20%, with a strong halo effect across all cricket coverage.
“FOX Cricket now accounts for 38% of all summer viewing across Kayo SPORTS and Foxtel, making it the perfect stage for brands. We’ve seen unprecedented advertiser demand this season as clients look to align with Australia’s biggest summer drawcard. It’s shaping up to be a scorcher of a season, both for fans and for sponsors.”
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