As the 2025/26 Ashes series kicks off Down Under, we unpack the business side of the iconic cricket contest between England and Australia.
ASHES TO ASHES, BUSINESS TO BUSINESS
Fiercely contested biennially between England and Australia, the Ashes represents not only the pinnacle of cricket but also the very essence of sporting contest.
The iconic series stands proudly as cricket’s most historic and storied rivalry, with the ongoing battle for ultimate sporting glory and bragging rights dating back to 1882.
Alongside delivering jaw-dropping moments of action, the Ashes also offers unmatched commercial opportunities for both nations.
In the modern era of cricket, where the sport’s financial gravity has dramatically shifted towards the allure of a shortened format, mainly franchise Twenty20 leagues, the Ashes remains the increasingly rare long-form property that can still command sold-out stadiums and produce reliable income for the game.
As such, national governing bodies rely on the Ashes to anchor major broadcast partnerships and sponsorship deals.
This year, Australia are bidding to retain the urn, having held it in a vice-like grip since the 2017/18 series. Throughout the winter, England will go in search of a first series win Down Under in 14 agonising years.
BROADCASTING RIGHTS AND TV DEALS
In terms of this year’s Ashes, broadcasting rights lead the way regarding financial upswing.
The England and Wales Cricket Board (ECB) draws nearly 75 percent of its yearly income from TV deals alone.
In the UK, the Ashes action unfortunately remains behind a paywall as TNT Sports once again secured exclusive domestic rights for the third Ashes series in a row.
For those in the UK without a TNT subscription, fans can still enjoy free ball-by-ball radio commentary from Test Match Special on BBC Sounds, BBC Radio 5 Sports Extra, and the BBC Sport website and app, underscoring the incredible thirst for Ashes drama and detailed day-to-day coverage, even if it means getting up at two o’clock in the morning for the start of play.
In Australia, pay-TV network Foxtel and free-to-air broadcaster Seven are sharing broadcast rights this year, with both showing every ball.
The duo secured a mouth-watering AUD$1.5 billion extension to their partnership with Cricket Australia (CA) at the start of 2023, running from mid-2024 until 2031.
SPONSORSHIP AND MERCHANDISE
NRMA Insurance is the sponsor of the 2025/26 Ashes series, whilst Australia have unveiled front-of-shirt sponsor, Westpac Bank, as their new Principal Partner on a four-year deal, reportedly worth AUD$40 million to CA.
Meanwhile, the ECB have named Toyota as its new Principal Partner and primary kit sponsor, as the International Cricket Council (ICC) began permitting front-of-shirt sponsorships for Test teams in 2020, originally as a temporary measure to help offset revenue losses during the COVID-19 pandemic.
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The Australian kits are supplied and manufactured by Asics on a deal until 2028, whilst the England team have been kitted out by Castore since 2022. The latter manufacturing deal is reportedly worth £25 million over a decade-long deal.
The sale and continued popularity of replica kits and official merchandise for both sides also provide vast financial benefits.
FEVER PITCH
With Ashes excitement reaching fever pitch, a total of 311,066 tickets were sold on the opening day of pre-sale back in June, obliterating the previous record of 111,741 for the 2017/18 Ashes series.
This unprecedented demand represented the highest level of sales in the country “since Taylor Swift was here”, according to CA Chief Executive, Todd Greenberg, who believes the series has the potential to outstrip the pop star’s Eras Tour sales in Sydney and Melbourne in February 2024, which saw around 620,000 fans attend across seven dates.
Furthermore, the chance to visit iconic stadiums such as the Melbourne and Sydney Cricket Grounds still captivates fans and drives hospitality revenues skyward as fans flock from far and wide.
Each iteration of the Ashes brings vast economic benefits to the host nation across a plethora of different sectors within the realm of tourism and hospitality.
For example, during the first Test of the 2025/26 Ashes series at Optus Stadium, Perth, tens of thousands of fans streamed into the city’s pubs, restaurants, and hotels, sparking a pre-Christmas spending spree that will support local jobs, strengthen small businesses, and reinforce the city’s reputation as a premier destination for world-class sport.
CITY-BY-CITY IMPACT
- Perth – Hosting its first-ever Ashes opener, Optus Stadium attracted tens of thousands of visitors, driving hotel occupancy above 80 percent and boosting local tourism.
- Brisbane – The day-night Test at ‘The Gabba’ will light up the city, with bars and restaurants gearing up for a surge in evening trade.
- Adelaide – Hotel bookings for the December Test have spiked, reflecting strong inter-state and international demand.
- Melbourne – The Boxing Day Test at Melbourne Cricket Ground is expected to draw more than 90,000 fans on day one alone creating a bumper week for businesses.
- Sydney – The New Year’s Test will cap off the series, with hospitality venues preparing for a festive season rush.
