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The Business Power Play Behind the Ashes Cricket Rivalry

Source: The Ashes: Breaking down the business of cricket’s oldest rivalry (2025-11-21)

The Ashes, cricket’s most historic and fiercely contested series between England and Australia, continues to be a powerhouse in the sports business landscape as of 2025. While the global cricket economy has increasingly shifted toward lucrative franchise T20 leagues like the Indian Premier League (IPL) and Big Bash, the Ashes remains a vital long-form property that sustains high ticket sales, attracts major broadcast deals, and secures significant sponsorships. The 2025/26 series, beginning in Australia, exemplifies how traditional Test cricket still commands premium attention, with venues like Optus Stadium and the Gabba hosting intense matches that draw passionate crowds. Australia, holding the urn since 2017/18, aims to defend their title, while England seeks a rare victory Down Under after 14 years. Beyond the on-field drama, the Ashes’ commercial ecosystem includes multi-million-dollar broadcast rights, with broadcasters investing heavily to secure exclusive coverage across TV and digital platforms, and sponsorship deals with global brands eager to associate with cricket’s most iconic rivalry. The series also fuels tourism, merchandise sales, and digital engagement, contributing billions to the cricket economy. Recent developments highlight the series’ resilience amid shifting sports consumption trends, with innovative fan engagement strategies, such as virtual reality experiences and interactive content, boosting global reach. Additionally, the Ashes’ influence extends into emerging markets, where cricket’s popularity is surging, especially in India and Southeast Asia, opening new revenue streams. As cricket’s landscape evolves, the Ashes remains a cornerstone of the sport’s commercial success, demonstrating the enduring power of tradition combined with modern marketing and broadcasting innovations. This enduring rivalry not only captivates fans but also exemplifies how historic sporting events adapt and thrive in a rapidly changing global sports economy, ensuring their relevance and profitability well into the future.

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