In yet another coup for Kwesé Sports, Cricket Australia has entered into an historic agreement with telecommunications and TV provider, Econet Media.
It means Australian cricket content will be broadcast across Africa (excluding Northern Africa and South Africa) through Kwesé Sports.
The agreement covers international men’s and women’s cricket as well as the KFC Big Bash League (BBL) and the Women’s Big Bash League (WBBL) for the next five years, starting with the coming 2016-17 season.
It is the first time that Cricket Australia has segmented the African territory.
Joe Hundah, CEO of Econet Media, said: “The partnership with Cricket Australia is a continuation of our commitment to bring great quality content to our audiences in Africa. A content offering that will appeal to all our audiences, and provide variety as diverse as our beautiful continent. Cricket is loved in Eastern and Southern Africa and we wanted to ensure that our audience in these markets would have an opportunity to enjoy the best action available. We are also excited about the opportunity to expose the sport to new audiences within those markets.”
Cricket Australia Executive General Manager of Media, Communications & Marketing Ben Amarfio said the deal further cemented the vast array of interest in Australian cricket.
“We’re really excited to renew with our long standing partners as well as welcome new partners Econet Media into the Australian Cricket family,” he said.
“The appetite and competition to acquire Cricket Australia’s media rights is a testament to the outstanding quality of cricket which has been consistently demonstrated by our cricketers and this continues to attract very strong interest for our game. We are fortunate to be partnering with such prominent companies who clearly value the quality of Australian cricket content.”
Amarfio continued: “The growth of the overall cricket product offering, including the Big Bash League in recent years, has been phenomenal, particularly in the past 12 months. We are constantly looking at innovative ways to reach new fans around the world; it is very much a focus for us to ensure the game is accessible on multiple devices and we create greater reach and breadth of coverage for fans.
“Our current and new broadcast partners are renowned for delivering world class sports broadcasting and we look forward to them taking the game to more people in innovative ways. This is a very important aspect for us in our efforts to grow the game and was a major consideration as our broadcasting team completed these latest rights deals.”
Cricket Australia has also retained some non-exclusive digital rights which will see cricket fans in Africa who are subscribers with Econet Media having access to live stream Australian cricket content via cricket.com.au and the CA Live App.
Econet Media through Kwesé Sports has committed themselves to ensuring that they offer their audiences on the African continent content with a wide-ranging appeal. This need has seen the broadcaster in recent months securing the rights for English Premier League for 50 countries across Sub-Saharan Africa as well as the NBA.