ECB inks £1 b deal for reach, revenue and relevance


ECB has inked ground-breaking deals with Sky Sports and BBC to deliver the ‘reach, revenue and relevance’ to drive future growth. The England and Wales Cricket Board (ECB) today announced the award of media rights for all of its domestic first-class county and international matches, played at home, from 2020-2024.

The new five-year agreements secure strong strategic partnerships, wide distribution and increased financial investment to support the growth of the game, at all levels, in England and Wales.


Announcing the new long-term partnerships, Tom Harrison, Chief Executive Officer of ECB, said: “This is a great result for cricket. ECB has secured the reach, revenue and relevance the game deserves, to help it to grow. Together, these new deals will deliver the partnership, distribution and investment that will fuel the future of our game, driving recreational, professional and international cricket for years to come.

“Sky Sports have offered a true partnership – more than a broadcast deal – with their shared vision for cricket. Their innovation and production standards are widely acclaimed. Here, they further increase their live commitment and have added bold ideas to drive engagement and to help to get a bat and ball in more hands.”

An ‘Invitation to Tender’ was distributed to all interested parties on Friday 12 May. The document included detailed explanation of the Rights Packages, Evaluation Criteria and Bid Process as well as extensive context on the future ambitions of the ECB to grow the game. The deadline for submission of bids was at 10am on Wednesday 28 June.

Following this all offers were considered by an Evaluation Panel – comprised of five individuals, including the ECB’s CEO and Chairman, with extensive experience in cricket, business and broadcast – who held delegated authority from the Board to award the rights. Their unanimous decision was confirmed to the ECB Board in a conference call earlier today.