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The Business Powerhouse Behind the Ashes: Cricket’s Timeless 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, continues to be a vital economic force in the sports industry as it kicks off its 2025/26 edition in Australia. While the global cricket landscape has increasingly shifted toward lucrative franchise T20 leagues like the Indian Premier League (IPL) and Big Bash, the Ashes remains a unique long-form property that sustains high ticket sales, attracts major broadcast rights, and secures lucrative sponsorship deals. Australia, defending their title since 2017/18, aims to retain the urn, while England seeks their first victory in Australia in over a decade. The series begins at Optus Stadium in Perth, with subsequent matches at iconic venues like the Brisbane Cricket Ground, drawing massive crowds and global viewership. Beyond the on-field drama, the Ashes is a cornerstone of cricket’s commercial ecosystem, generating billions in revenue annually. Recent developments include increased digital engagement through streaming platforms, innovative sponsorship activations, and strategic partnerships with global brands. The series also plays a crucial role in promoting cricket’s growth in emerging markets such as India, China, and the United States, where cricket’s popularity is surging. Furthermore, the ICC’s recent initiatives to enhance fan experience through augmented reality and virtual reality experiences are transforming how audiences engage with the Ashes. As cricket’s business landscape evolves, the Ashes exemplifies how tradition and innovation can coexist, ensuring its relevance and profitability for decades to come. With the sport’s global footprint expanding, the series is poised to generate record-breaking revenues, attract new audiences, and reinforce its status as cricket’s most iconic rivalry, all while adapting to the latest trends in sports marketing, digital engagement, and sustainable event management.

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