Break records in the DNA of cricket. England scored their highest ever international score of 50 of 498 against the Netherlands last Friday.
Off the field, as highlighted in last week’s column, the Indian Cricket Controller in a $ 6.2 billion online auction for media rights for the 2023-2027 Indian Premier League tournament, his previous high of $ 2.6 billion more if doubled. . Revenue will be split roughly equally between broadcast TV and digital streaming, a change from the 75:25 balance in the previous cycle.
In the wake of the Bahrain Chamber of Commerce and Industry auction comes the sale of media rights by the International Cricket Council for its next session, which begins in 2024. He hopes to break records.
A tender (ITT) was launched on 20 June covering only the lucrative Indian market, with men’s and women’s cricket being sold separately. This is a departure from previous practices, when the common rights of men and women were sold worldwide. Sealed bids must be submitted by August 22, with successful bidders announced in September, along with the details of their bid, but not others. Thereafter, ITTs for other markets will be introduced.
Six packages are available, three for men’s cricket and three for women’s cricket, covering TV only, digital only or a combination of both. Between 2024 and 2031, 16 men’s events are available, including four T20 World Cups, the Top 50 World Cups, four Under-19 World Cups and six Champions events. Bidders have the option to choose partnerships of four or eight years.
This is not the case for the women’s tournaments, which include the T20 World Cup twice, the T20 World Cup u.19, the 50+ World Cup and the T20 Champions Cup. Although only a four-year option is available, the ICC has made it clear that the highest bidder for women’s events may not be awarded the contract.
The focus is on how each show will seek to promote women’s football in line with the ICC’s commitment to continue to accelerate its recent growth.
Controversially, the president of the International Chamber of Commerce recently said he could not expect women’s Test cricket to “be a real part of the landscape in the future”. This is confirmed by the fact that all matches in the women’s nomination packages are a white ball. However, requiring bidders to be innovative indicates a lack of ideas or opportunism on the part of the ICC. This requirement may raise concerns about the criteria that will be used under the ICC’s closed bidding system to determine successful bidding.
The concern also applies to the option of bidding for four- and eight-year-olds for men’s cricket. Over the next decade, changes are likely to take place in broadcasting technology, while shifts in the balance of media consumption between television and digital are already evident. If conditions change dramatically over the next four years, will there be an opportunity to mitigate this risk?
In India, the number of active internet users is expected to increase from 560 million in 2017 to 900 million in 2025. In this changing landscape, the type of bidders’ interest in cricket media rights is also changing. Names that have never been associated with cricket have expressed interest in the IPL bidding process – Alphabet / Google, Apple and Amazon – but have decided not to participate. In 2022, Viacom18 and Times Internet were new successful bidders, surpassing Zee Enterprises and Sony, which held the shares for 10 years before losing to Star in 2017.
The volume of bids for IPL media rights has been much encouraged by the ICC, as it is seen as proof of the undiminished appetite of the media to promote cricket and that higher values will be achieved in this round of bidding.
Disney-Star owns the rights to the current consolidated transaction, which is estimated to be worth just under $ 2 billion. He also retained his stranglehold on IPTV rights. Given this level of commitment, it is reasonable to assume that Disney will be subject to the rights of the ICC. It should be noted, however, that she chose not to bid for the digital rights on the IPL, which concluded that the price was too high.
It is too early to say who will bid and what their strategies are, given how close the auction is to the IPL e-auction. One concern is that a review of viewing patterns at IPL 2022 indicated a decrease in TV viewers by a third compared to 2021. Analysts have cited a number of mitigating circumstances. One is that the previous release ended in October 2021 in the UAE, which may complicate the viewer. Another was that spectators, with the relief of Covid-19 restrictions, went to public places to watch matches en masse rather than stay at home.
Advertisers were so worried that they would claim compensation. In any case, the decrease did not adversely affect the yields obtained at auctions for the next IPL cycle, on the contrary.
What has been shown is that cricket, especially in the Indian subcontinent, is now capable of generating large sums of money for BCCI and, in its aftermath, for the ICC. It claims that more than 1 billion fans watch ICC tournaments, about 70% in India.
Siren sounds warn cricket authorities have turned the game into a financial giant as T20 franchise cricket flourishes and displaces the longer forms. This again narrows the choice of scenes, as the officials are on their feet, seemingly powerless to intervene, but fortunate enough to raise the money.
They can start by involving existing players and then observing them. The Federation of International Cricketers’ Associations exists to coordinate and express the opinions of players expressed by the National Associations. Its relationship with the ICC can be strained, and it is remarkable that India has no commitment.
It seems likely that players will not complain because they are paid so well, viewers and viewers will continue to pay per view, and advertisers will continue to buy time over the space that media channels buy. Currently, it is a successful business model that breaks financial records and is not subject to any opposition.