ECB announces new broadcast deal (15 October 1998)

15 October 1998

ECB ANNOUNCES NEW BROADCAST DEAL

ECB Press Release

The England and Wales Cricket Board (ECB) today announced television agreements with Channel 4 and Sky Sports to cover all major cricket matches and competitions in the UK for the next four years, 1999-2002 (excluding the Cricket World Cup in 1999).

The deal, worth £103 million to Cricket, means that, for the first time, Channel 4 will become the leading television broadcaster of Cornhill Test Matches and heralds an exciting new partnership between the ECB and the award winning terrestrial broadcaster.

Under the new arrangement, each season Channel 4 will cover all domestic Test matches bar one, screen early evening international match and other highlights, follow the NatWest Trophy and introduce the game to a wider audience through magazine and children's programmes and cross trailing. The broadcaster will also invest £13 million in marketing and promoting cricket.

Sky Sports - already well established as a cricket broadcaster - will, for the first time, cover a domestic Test match each year exclusively live, as well as all home one day internationals exclusively live, the new two division 45 over National League, women's cricket, NatWest under-19 international matches, crucial stages of the County Championship, the Super Cup and a Vodafone Challenge Tourist match.

The ECB made clear that the agreement provided an excellent balance between audience and revenue and that the negotiations between the broadcasters competing for rights had been competitive and close.

Lord MacLaurin, Chairman of the ECB said: " This is a marvellous deal for cricket. Channel 4 have presented a lively, invigorating approach to coverage and we are looking forward to a strong and successful partnership. Sky, of course, have already proved themselves as great supporters of the game.

" We are sorry that our long and happy association with BBC television has come to an end but we need to re-launch cricket in a fresh and exciting way and I am confident that Channel 4's imaginative approach can help us do that."

Terry Blake, ECB's Marketing Director added: "Channel 4 is progressive, has great marketing and branding strengths and will be able to deliver to the new audiences we need to attract. Their editorial style will appeal to all cricket viewers as well as the new faces.

"The one day game is particularly suited to Sky, who have already demonstrated their innovative skills, but I am pleased that they are able to cover some Test match cricket for the first time. I am sure that Sky Sports' presentation of the new National League - which will feature a number of floodlit games - will help popularise the County game."

Michael Jackson, Channel 4 Chief Executive said: " I am thrilled that the ECB responded to our proposal to update and enhance the television coverage of cricket. I believe this is the start of an important new partnership to rejuvenate English cricket."

Vic Wakeling Managing Director Sky Sports said: " We are delighted at the prospect of covering Test matches in England for the first time. It's another important landmark for Sky Sports.

" We are equally excited about the revamp of one-day cricket. England will face some strong opposition in the new triangular tournaments and they will become one of the sporting highlights of future summers. All 10 games will be live on Sky Sports. In the same way, the new National League is something we believe will attract new young fans to cricket. We applaud the new-look of the English game and we are delighted to be involved with the ECB for the next four years."