Cricket Australia makes the best of its ‘bittersweet’ Foxtel digital deal
Cricket Australia is preparing to see traffic numbers to its own platforms “suffer” following the transfer of exclusive digital rights to Foxtel, the sport’s commercial director has admitted.
Ben Amarfio, the executive GM of broadcasting, digital media and commercial, said the deal was a “bitter sweet” move for cricket.com.au, but a necessary one “to grow the overall pie” as the sports body launched its digital strategy for the upcoming season.
Amarfio: ‘We’ve been charging our fans to watch live cricket for five years now’
Speaking to Mumbrella about the deal diluting the Cricket Australia assets, he said: “It’s bittersweet. Traffic will clearly come down because we’re not exclusive. But what will happen is that the market will grow. While we may suffer a little bit in terms of numbers, the overall pie will grow.
