Seven is gearing up for what it’s calling its biggest Summer of Cricket, with a heavyweight roster of returning and new partners locking in ahead of The Ashes, the BBL and WBBL.
The network’s cricket coverage reached 17.65 million Australians last summer across Seven and 7plus Sport, and the surge in audience demand – plus 700,000 Ashes tickets already sold – is translating into a stronger-than-usual run of commercial investment.
Big-name brands return as new sponsors join the line-up
KFC, Toyota, Harvey Norman and Woolworths lead the returning group of major partners for 2025–26.
They are joined by Westpac, which enters as Seven’s Summer of Cricket partner following its new principal partnership with Cricket Australia.
Seven’s Ashes coverage will also carry NRMA Insurance, Lion, Bunnings and Chemist Warehouse, while the BBL and WBBL bring Bundaberg Brewed Drinks, Youi Insurance, Anaconda and Weber into the mix.
Integrated packages return from Liquorland, Mitsubishi Electric Australia, BKT and Cancer Council Australia, joined by REA Group, bet365, Drummond Golf and Aussie Beef.
Seven’s National Television Sales Director, Katie Finney, says the scale and sentiment around The Ashes is driving a commercial uplift that extends beyond sport.
“Seven excels in enabling brands to emotionally connect with more Australians than any other network, and nothing stirs national pride quite like The Ashes,” she said.
“The Ashes will be the biggest cultural event of the summer, and Australians are embracing it like never before, with an incredible 700,000 tickets already sold for international matches.
“Seven’s Summer of Cricket gives brands the ultimate opportunity – the strongest finish to the retail year and the fastest start to 2026. It’s more than the broadcast. It’s a national obsession woven into the fabric of Australian culture.”
Commercial reach, format strategy and new technology
With cross-format cricket audiences continuing to grow, Seven’s National Sport Sales Director, Rob Maclean, says 7Cricket offers rare consistency for advertisers.
“7Cricket offers something for advertisers of all budgets and all audiences. Every week, across every demo, brands can access mass audience and immediate reach,” he said.
“From the beginning of the first Test to the end of the BBL, Seven’s cricket product delivers consistency, with an expected average weekly reach of more than 6.5 million people for 11 weeks straight. Nothing else can connect with Australians at scale with that level of continuity through the heart of the summer.
“When bought in conjunction with Test cricket, BBL delivers approximately 38% incremental reach for people aged 18 to 54. Brands can optimise their reach outcome through the complementary audience mix across the different formats.”
Westpac’s Chief Growth Brand and Marketing Officer, Michelle Klein, said the bank’s partnership is deeply tied to community engagement.
“Cricket has a unique way of bringing Australians together, and our partnership with Cricket Australia allows us to be part of those moments. From supporting grassroots programs, to creating unforgettable experiences for fans, we’re committed to deepening our connection with Australians both on and off the field.”
Seven’s Katie Finney
Tech, talent and a packed summer schedule
Seven’s Head of Cricket, Joel Starcevic, says this year’s coverage will lean heavily into tech, analysis and storytelling.
“This summer we’re bringing fans closer to the action than ever before. With world-leading tech from Hawkeye and Quidich, including StiQy graphics that track players on the field in real time, plus Trent Copeland back on the big screen, viewers will see the game in ways they’ve never seen it before.”
He says the commentary team is built for both depth and personality.
“Ricky Ponting sets the standard with his analysis, Aaron Finch provides a modern player’s eye, and Stuart Broad and David ‘Bumble’ Lloyd bring a unique blend of insight and personality. Set to the soundtrack of Alison Mitchell, Tim Lane, James Brayshaw and Alister Nicholson, viewers are in for a treat.
“With world-leading broadcast innovations across The Ashes, an exceptional commentary team covering every format, and a summer stacked with international stars and homegrown heroes thriving in the BBL, WBBL and Australia’s blockbuster women’s series against India, this is the biggest summer of cricket ever seen on Seven and 7plus Sport.”
Seven’s coverage includes The Ashes, BBL, WBBL and a multi-format Women’s International series, supported by a slate of magazine titles: Unfiltered, The Front Bar: Cricket Edition, Ashes Preview Show, The Spin and the inaugural 7Cricket Kids Call on 7plus Sport.