News Australia has partnered with Kayo Sports on an integrated summer cricket campaign built around a custom 24-page Backyard Cricket Guide, positioning the streamer as the home of family sports entertainment and the only place to watch every game of the Ashes, Big Bash League and Women’s Big Bash League this summer.
The guide features some of Australia’s best-known cricket names and Kayo commentators sharing backyard memories and childhood photos.
Fox Cricket legends Adam Gilchrist, Mark Waugh and Mike Hussey reflect on where their love of the game started, while current stars Usman Khawaja and Rachael Haynes look back on the backyard battles that helped shape their careers.
Backyard cricket at the heart of Kayo’s summer schedule
Foxtel Group’s group managing director, marketing and revenue, Dani Simpson, said the campaign arrives ahead of what is expected to be one of the most anticipated cricket summers in recent years, with Kayo positioned as “the home of sport in Australia”.
“This summer of cricket is shaping up to be one of the most anticipated on record. As the home of sport in Australia, Kayo Sports is where fans will experience every Ashes Test, every BBL and WBBL match plus the biggest international series – all live and uninterrupted,” Simpson said.
“The Backyard Cricket Guide celebrates a cherished Australian tradition that brings families together every summer. It’s the perfect way to showcase Kayo Sports as the place where families unite to watch the biggest and best sporting moments.”
The guide will be distributed with this weekend’s The Sunday Telegraph (NSW), Sunday Herald Sun (VIC), The Sunday Mail (QLD) and Sunday Mail (SA), giving the campaign a national print footprint across News Corp’s key Sunday mastheads.
Charter of Backyard Cricket Rights leads content
At the centre of the guide is the Charter of Backyard Cricket Rights: 10 essential rules designed to tap into shared cultural memories of the game.
The list includes staples such as “no one gets out first ball” and “whoever hits the tennis ball over the fence has to go get it”, alongside other house rules familiar to generations of Australian families.
The content mix is designed to engage both rusted-on cricket fans and casual family audiences, combining nostalgia, light-hearted rules and practical tips with Kayo’s broader message around live and on-demand access to the summer of cricket.
News Sport Network amplifies reach
News Australia’s commercial partnerships editor, Tim Morrissey, said the campaign demonstrates how sport-led content can be used to connect brands with highly engaged audiences at scale via the News Sport Network.
Tim Morrissey
“The News Sport Network delivers unmatched reach to more than 8.6 million Aussies every month. This campaign celebrates family, friends and fun while showcasing true Aussie spirit and ingenuity,” Morrissey said.
“It demonstrates the power of authentic, culturally relevant content to cut through during the competitive summer sports period and connect brands with highly engaged sports audiences.”
Beyond print, the campaign extends across News’ digital, video and social channels targeting cricket fans, sports enthusiasts and sporting families.
Social executions will invite audiences to share their own favourite backyard cricket rules, creating community engagement and user-generated content around the tradition of backyard cricket and reinforcing Kayo Sports’ summer positioning.