A powerful lineup of sponsors returns for cricket’s biggest stage
Channel 7 is setting the stage for what it calls its biggest Summer of Cricket yet, and the commercial side of the game is swinging hard. As the network prepares to broadcast The Ashes, Big Bash League (BBL), Women’s Big Bash League (WBBL), and international women’s matches, sponsors are lining up to capitalise on the massive national reach across Seven and 7plus Sport.
Returning commercial partners include KFC, Toyota, Harvey Norman, and Woolworths — all of whom remain fixtures of Seven’s cricket coverage. Joining them this summer is Westpac, now the new principal partner of Cricket Australia and a key brand presence across the network’s programming.
The Ashes coverage will also feature major players like NRMA Insurance, Lion, Bunnings and Chemist Warehouse. Meanwhile, Bundaberg Brewed Drinks, Youi Insurance, Anaconda and Weber are backing the BBL and WBBL broadcasts.
A range of integrated partnerships are also back, including Liquorland, Mitsubishi Electric Australia, BKT, and Cancer Council Australia — with REA Group, bet365, Drummond Golf and Aussie Beef newly added to the sponsor roster.
Broad reach and strong audience growth fuel brand momentum
According to tvblackbox.com.au, last season’s cricket coverage reached 17.65 million Australians across Seven and 7plus Sport. The headline-grabbing Australia–India Test series alone drew over 13.4 million viewers, helping lift total TV audiences by 40%.
That momentum extended to the BBL, which rebounded after a period of declining engagement. A slimmed-down fixture list and refreshed schedule helped push BBL viewership to 12 million — a 22% year-on-year increase — showing the format’s continued ability to draw families and younger fans.
Seven’s National Television Sales Director, Katie Finney, said this year’s schedule gives advertisers both a powerful end to the retail year and a dynamic launchpad for 2026, while pointing to the emotional pull of The Ashes, which has already sold more than 700,000 tickets for international matches.
Major upgrades to technology and coverage
Beyond sponsors and ratings, Channel 7 is also revamping the viewing experience. New tech integrations include real-time StiQy graphics, Quidich drone visuals, and expanded Hawkeye tracking — all intended to elevate both analysis and storytelling.
The commentary team is equally robust, led by familiar names like Ricky Ponting, Aaron Finch, Stuart Broad and David “Bumble” Lloyd, alongside Alison Mitchell, Tim Lane, James Brayshaw and Alister Nicholson.
Fans can also expect a broader content slate, with companion shows such as Unfiltered, The Front Bar: Cricket Edition, The Ashes Preview Show, The Spin, and the debut of 7Cricket Kids Call during the BBL.
A season built for national impact
As Seven positions itself at the heart of the Australian summer, the network is banking on a strong mix of cricket formats, production enhancements, and advertiser alignment to create a season with mass national reach and commercial impact.
All matches will air live and free on Seven and 7plus Sport, marking a season where the broadcast ambition matches the scale of the cricket calendar.
