The New TV Deal – Winners And Losers

Yesterday, the ECB announced who won the broadcast rights to English cricket from 2020 to 2024. To no one’s surprise, the winners were Sky Sports and the BBC. The BBC will have up to 21 live T20 games plus international highlights and both radio coverage and online clips for all English cricket. Sky Sports have the rights for literally everything else to do with English cricket, as they do now. According to the Guardian’s Ali Martin, the new deals are worth around £1.1bn over 5 years or £220m per year, compared to the current deals of around £75m per year.

The Losers

The Counties – Barely two months ago, the counties signed away the majority of their bargaining power in exchange for £23.4m of a projected £40m increase in income from the new T20 league. Now it seems increasingly likely that, had they held off for another few months, they could easily have received twice as much just from keeping the same county structure as before. The ECB and Tom Harrison successfully made the counties so desperate by holding back their money that they voted themselves into pointlessness.

BT Sport – This could have been a massive coup for BT Sport, but the odds always seemed stacked against them. The ECB have a very close relationship with Sky Sports so BT were always at a disadvantage. BT can at least console themselves that they have pushed Sky to arguably overpay for cricket rights, meaning Sky might have less money to spend on other sports in the future.

Channel 5 – The FTA channel which has shown England’s highlights on Freeview for over a decade, they probably have good reason to feel snubbed that they weren’t seriously considered as the home for England’s free coverage from 2020. It’s rumoured that they bid more than the BBC too, rubbing salt into the wound.

The Fans – At the end of the day, every TV and sponsorship deal in sport is about taking money from the fans and giving it to the sport/players with the TV companies and sponsors making some profit as well. If more money is being paid, you can bet that costs will increase for fans somehow.

The Winners

The ECB/Tom Harrison – By almost every measure, these guys won. They achieved almost 90% of their £250m/year target, got the BBC as an active partner in promoting the sport generally and specifically the new T20 league, and they successfully neutered the counties so they probably won’t have to share most of the money with them. Whatever you think about these people (and seeing as you’re on this site, we can probably guess), this is a spectacular victory for them.

Sky Sports – They get to remain gatekeepers of English cricket, although they have paid quite a lot for the privilege. With reports on Tuesday that Sky were looking to rebrand Sky Sports 2 as Sky Sports Cricket (to go with the current Sky Sports F1 and planned Sky Sports Football and Golf channels), it suggested they were pretty confident about winning the rights from the ECB.

The BBC – The BBC got the rights to 21 live T20 games plus TV/online highlights and radio commentary at a fraction of the market value due to their massive reach. They have the most popular UK TV channels, radio stations and news website, and since Sky presumably offered more than enough money the ECB could afford to offer the BBC a discount.

Women’s Cricket – Of the 21 live T20 games the BBC will have rights for, 9 of them will be of women’s cricket; 1 T20I and 8 games from the Super League. The BBC also have the rights to show highlights of England women’s other internationals. Whilst a cynic might suggest that some of these will end up on the Red Button or streaming online, it’s still a massive increase in exposure for this side of the sport.

The Players – With such a massive increase in income, it’s a fair bet that the players will be getting a significant pay rise over the next few years. The relationship between the ECB and the PCA seems very amicable (too amicable, some might say) so a situation like Cricket Australia are having to deal with seems unlikely. That said, if the players don’t think they’re getting a fair share there could easily be a revolt.

Did I miss anyone out? As always, comments are welcome below.