STORY-TRÅD·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 cycleTests in England have been behind paywall since 2006The England and Wales Cricket Board is planning to offer more rights packages to free-to-air broadcasters in the next set of TV contracts that begin in 2029. The aim is to broaden the sport’s appeal.While the ECB will not follow Cricket Australia by offering a bespoke free-to-air package for domestic Test matches, its long-term partner Sky Sports could share some of its 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...