ECB plans expanded free-to-air cricket coverage from 2029
The Guardian Sport • 1 min read • Latest: Aug 27, 2026, 7:00 AM
Last updated Aug 27, 2026
The England and Wales Cricket Board is seeking to enhance free-to-air broadcasting of cricket starting in 2029. Test matches in England have been exclusively on pay-TV since 2006. The ECB aims to widen the sport's audience and may collaborate with ITV to share content currently held by Sky Sports, which is undergoing a significant takeover by Comcast. Negotiations for new TV rights packages are expected to intensify leading up to the change.
- •ECB aims for broader access to cricket by 2029
- •Test matches have been behind paywalls since 2006
- •Sky Sports may share rights with ITV
- •Comcast's takeover of Sky is set for completion next year
- •New rights deals will be negotiated before 2029
- 7:00 AMThe Guardian Sport — ECB pushing for more free-to-air coverage – with ITV open to showing Test cricket
"Sky could share content with ITV in next rights cycle Tests in England have been behind paywall since 2006 The England and Wales Cricket Board is planning to offer more rights packages to free-to-air broadcasters in the next set of TV contracts beginning in 2029, with the aim of broadening the sport’s appeal. While the ECB will not follow Cricket Australia by offering a bespoke free-to-air package for domestic Test matches, the Guardian has been told that long-term partner Sky Sports could share some of its cricket portfolio during the next rights cycle with ITV, whose £1.6bn takeover by Sky’s US parent company, Comcast, is expected to be completed next year. Continue reading...
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