ENGLAND’S home Test cricket sponsors npower hope the Ashes will return to terrestrial television – and appear more inclined to continue their own financial support if they do.
Reports have suggested the Government may choose, after a review undertaken by adviser David Davies, to restore Ashes cricket to the ‘crown jewels’ of sports events which must be broadcast live and free to air in this country.
Satellite broadcasters Sky currently provide exclusive live coverage of all England’s home Tests and are contracted to continue doing so.
But the prospect of Ashes cricket at least rejoining the likes of the Grand National and Olympic Games as a protected event, accessible to the majority television audience, is attractive to npower.
Other potential sponsors would surely agree too, according to npower marketing director Kevin Peake.
There is an ongoing commitment from npower to sponsor home Tests, and the energy company has an option to extend their existing deal until after the next series against Australia here in 2013.
‘‘Beyond 2013, having the Ashes on terrestrial television will deliver greater returns for sponsors’ investments – and should attract new businesses to invest in the game,’’ Peake said. ‘‘This decision will have an impact on our future within the sport.’’ When England pulled off a shock 2005 Ashes victory, terrestrial broadcaster Channel 4 attracted more than seven million. When England again beat Australia this year, Sky’s highest figure was 1.9million.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here