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The Business Powerhouse Behind The Ashes Cricket Rivalry

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

The Ashes series, one of cricket’s most historic and fiercely contested rivalries between England and Australia, continues to be a significant commercial and cultural phenomenon as it kicks off its 2025/26 edition Down Under. While the global cricket landscape has shifted towards lucrative franchise T20 leagues, the Ashes remains a vital fixture that sustains high ticket demand, attracts major broadcast deals, and secures sponsorships, reaffirming its unique status in the sport. Australia, defending their title since 2017/18, aims to retain the urn, while England seeks their first series victory in Australia in over a decade. The series begins at Optus Stadium in Perth on November 21, with subsequent matches at iconic venues like the Brisbane Cricket Ground. Beyond the on-field drama, the Ashes generates an estimated $200 million annually in economic impact for host cities, supports thousands of jobs, and drives tourism. Recent developments include increased digital engagement, with broadcasters investing heavily in immersive streaming experiences, and sponsors leveraging the rivalry’s global appeal to target diverse markets. The series also plays a crucial role in cricket’s governance, influencing broadcasting rights negotiations worth over $1 billion globally, and inspiring grassroots initiatives to grow the sport’s popularity. As cricket’s landscape evolves, the Ashes remains a cornerstone of the sport’s commercial ecosystem, blending tradition with modern marketing strategies to captivate fans worldwide. Recent innovations include augmented reality apps for fans, enhanced data analytics for broadcasters, and sustainability initiatives aimed at reducing the event’s carbon footprint, reflecting cricket’s commitment to responsible growth. The 2025/26 Ashes exemplifies how a historic rivalry can adapt to contemporary business trends, ensuring its relevance and profitability for years to come.

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