The ECB plans to make more cricket available to free-to-air broadcasters as it prepares for the next television rights cycle beginning in 2029.
The England and Wales Cricket Board (ECB) is exploring expanded free-to-air cricket coverage as it prepares for the next broadcasting rights cycle beginning in 2029. The proposed changes could make more England cricket accessible to viewers without requiring a pay-TV subscription.
Under the plans, the ECB is expected to offer additional rights packages to free-to-air broadcasters. The aim is to broaden cricket’s audience and make the sport more accessible to fans across the United Kingdom.
ITV is reportedly interested in securing cricket broadcasting rights and could potentially show Test cricket. If that happens, it would represent a major change because England’s home Test cricket has largely remained behind a paywall since Sky Sports acquired exclusive rights in 2006.
The Hundred is also expected to be part of the discussion. The ECB plans to make more packages available on a non-exclusive basis, potentially allowing free-to-air broadcasters to compete for rights alongside existing commercial partners.
Sky Sports currently holds the major domestic rights package, including England’s home matches, The Hundred and county competitions. Its current deal runs through 2028, meaning the 2029 rights cycle will provide an important opportunity for the ECB to reshape its broadcasting strategy.
Expanding free-to-air coverage could be significant for the future growth of English cricket. Greater accessibility could help attract younger viewers, increase interest in the national teams and introduce the sport to people who do not currently subscribe to pay-TV services.
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