Record advertiser lineup and new brand partners
Foxtel Media has announced a landmark commercial lineup for its 2025–26 Summer of Cricket, unveiled during the Kayo Sports Summer of Cricket launch, with major national and global advertisers joining its broadcast, streaming, and digital platforms across Foxtel and Kayo Sports.
Returning sponsors include Toyota, McDonald’s, Harvey Norman, Chemist Warehouse, and Bunnings, alongside long-term partners Ashley & Martin, Daikin for test matches, HostPlus for The Ashes, and Youi and CBUS for the Big Bash League (BBL).
Several new brands have signed on for the first time, including BetR, Canadian Club, and Westpac, who will appear across all formats. Aussie Broadband and IG Markets join as sponsors for The Ashes test matches, expanding the network’s roster of financial and technology partners.
The Women’s Big Bash League (WBBL), which returns in October and November, will once again feature Toyota, McDonald’s, Harvey Norman, and Chemist Warehouse, joined by new partners Westpac and CBUS.
Innovation through Fox Drone technology
A major highlight of the 2025–26 broadcast offering will be the introduction of the new Fox Drone augmented reality (AR) system — a next-generation extended reality (xR) and AR solution that provides aerial brand integration opportunities for advertisers.
The technology allows sponsors to embed their branding within dynamic aerial visuals, offering what Foxtel describes as a new level of immersion for both fans and advertisers. These AR and xR applications are designed to elevate production value and unlock additional integrated marketing revenue opportunities across live coverage and digital platforms.
Expanding reach and audience engagement
Cricket remains the cornerstone of Foxtel and Kayo Sports’ summer programming, delivering total reach of 10.4 million viewers across broadcast, streaming, and Fox Venues. The platforms’ combined social media following exceeds 22 million, providing brands a powerful channel to reach younger demographics — particularly the harder-to-reach 18–24 segment through Kayo Sports.
Foxtel’s internal data shows its platforms deliver 26% more premium content and 28% higher engagement than competitors, while maintaining just one-third of the advertising load. Insights from CommBank IQ further show that Foxtel viewers spend significantly more across key categories during summer — including 109% more on entertainment, 91% more on travel, 77% more on health, and 49% more on retail.
Exclusive cricket coverage for the 2025–26 season
The upcoming season’s broadcast schedule underscores Foxtel and Kayo’s dominance in live sports coverage. Exclusive rights include the Men’s T20I and ODI series against South Africa in August and India in October and November, as well as the Indian Premier League in March 2026.
The Men’s Ashes series, the Women’s T20I and Test series against India, and both the Men’s and Women’s Big Bash League will also feature across the networks — the latter simulcast to maximize reach.
Foxtel’s vision for a record-breaking summer
Speaking at the Kayo Sports Summer of Cricket launch, Nev Hasan, Chief Strategy Officer at Foxtel Media, emphasized cricket’s central place in Australian culture and its unparalleled commercial appeal.
“Cricket is a national summer obsession,” said Hasan. “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.”
Hasan noted the growing appeal of FOX Cricket as a platform for advertisers. “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.”
A defining summer for brands and fans alike
With record advertiser participation, innovative AR production, and a comprehensive slate of international and domestic cricket, Foxtel and Kayo Sports are positioning themselves for their most commercially successful summer yet.
For Foxtel Media, the 2025–26 season represents both a technological evolution in broadcast delivery and a testament to cricket’s unmatched ability to unite audiences and brands across Australia.
