Australia Qantas Tour of Sri Lanka will be live on the Seven Network, which is a real treat for Aussie cricket fans since this is perhaps the very first time free-to-air television will broadcast a non-Ashes men’s Test series since 1998. The announcement comes just a few days ahead of the First Test set to commence on January 29 in Galle, confirming to fans that they won’t miss a minute of the action.
For the past few weeks, an air of uncertainty has prevailed, slipping this time into weeks of speculation, given no network appeared interested in bidding this time for the rights to air two Tests and two ODIs held against Sri Lanka. The depressing prospects stood wavering Australian viewers’ access to an eroding tour which gave rise to fears about the whole question of cricket being available to the general audience. Fortunately, Seven has stepped in to secure the tour in its entirety for free-to-air broadcast on its channel and through streaming on 7plus.
It is a landmark day in the history of cricket broadcasting in Australia. The Seven Network also very famously covers home Test series, women international games, and the BBL. The addition of the Qantas Tour of Sri Lanka reinforced the growth of the demand for cricket content but at the same time re-emphasised how passionate Australians are about the game, as the head of cricket for Seven, Joel Starcevic, said.
“What this summer has shown us is that Australians absolutely love their cricket, and we cannot wait to deliver even more action as Australia takes on Sri Lanka,” Starcevic stated.
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Australia’s men’s cricket tours have always been televised back in the home country for the last 30 years. This is also the first time since 1997 that non-Ashes overseas men’s Test tours would be on Free-to-air TV. That year Mark Taylor’s side was touring South Africa and Seven had the rights to telecast the matches. After that, all overseas tours have been mostly watched on Pay TV, which has been remotely, wherein Foxtel had the exclusive rights to telecast these series.
The news that the channel would indeed be placed into highlights with nearly intact monopoly by Foxtel has been on the line, seeing its claim to broadcast international matches when a Test series was held nearby, particularly from the territories of India and Pakistan. The latest series stood between Australia and Sri Lanka, but they have neither kept televising Lynd Grenville from Sri Lanka all the same matches out of view from an Australian team. In fact, somewhat of an uncertainty had even arisen owing to the absence of proper long-term agreements defining the relationship between Foxtel and the Sri Lanka Cricket governing authority’s contract on such a tour.
This change in telecasting rights : interestingly takes place at a time when Foxtel is undergoing an innovative phase with the group arriving at an agreement for sale to British-based sports streaming platform DAZN. While the agreement will be finalized in the first half of 2025, another imponderable remains about what would happen next with the role of Foxtel in broadcasting Australian cricket by the said time.
Amazon, on the other hand, has secured ICC events for the 2024-27 cycle, including the upcoming World Test Championship Final. Interestingly, it has not jumped into streaming bilateral series in Australia, leaving Seven’s deal for the Sri Lanka tour as a unique opportunity where fans can actually watch the matches for free.
The implications of the Sri Lanka tour are important : The Australian tour to Sri Lanka comprises two Tests and two ODIs, with the first Test commencing on 29 January in Galle. The second Test will start on February 6. This tour is very important for the Australian preparations for the forthcoming ICC Champions Trophy. Although Sri Lanka did not qualify for the tournament, sitting out of the top eight men’s 50-over teams, the series provides Australia with a crucial opportunity to take some final views on its squad before the prestigious event in March.
The tour initially consisted only of two Tests, which seem to have been extended by the insertion of two more ODIs to be held, both of which are to be played in Colombo on February 12 and 14. These games are going to play a key role in putting finishing touches to Australia’s preparations for the very challenging Champions Trophy.
The Australian Test squad for the tour can boast of an excellent blend of experienced campaigners and players in development. The team, captained by Steve Smith, features veterans Usman Khawaja, Marnus Labuschagne, and Nathan Lyon, alongside young guns Todd Murphy, Cooper Connolly, and Beau Webster. They would want to capitalize on their recent exploits and carry on a good run in foreign conditions.
The cricket broadcasting future in Australia is undergoing some major changes as the Qantas tour to Sri Lanka is being broadcast at no charge on free television. For many years, cricket fans relied on Pay-Tv or streaming services to witness the overseas series. However, with the new acquisition of the rights by Channel Seven, this represents a huge beginning wherein all major international tours encompassing non-Ashes series will again have a chance to be exposed.
Much more with the increased fame of cricket comes the demand for such levels of broadcast accessibility. Therefore, Seven’s actions are the right moves in bringing cricket back into the living rooms of millions of Australians and strengthening the aim of making the game available to all fans: paid or free.
As the first Test begins in Galle, Australian viewers will be treated to a live, free screening of this match on the Seven TV network and through the 7plus app. From home or on the go, the historic return of Australian cricket to free-to-air television promises to bring fans closer to the game than ever.
To cricket enthusiasts, this tour is more than just a chance to see their national team in action; it is an opportunity to see history as the Seven blazed new trails in the broadcasting realm, enhancing the viewing pleasure for all.
