Stumped: Sponsors get just 13 days of The Ashes cricket out of possible 20
Ashes sponsors and fans are among the losers from this year’s remarkably short Test matches
Wespac's investment hasn't delivered ROI so far
Cricket Australia’s new presenting partner Westpac has had a brutal introduction to the game in its first summer of cricket as #1 sponsor.
Westpac signed on for an estimated $40m to sponsor cricket in Australia for four years. It also dropped a considerable spend on campaigns running across multiple media including Seven and Foxtel. The financial group’s first summer featured the 2025/2026 Ashes Tour. The five Test matches offered the sport’s new commercial partner a possible 25 days of Test cricket in front of potentially record crowds as two of the three powers in world cricket went into battle.
But with four Tests completed, the players, crowds, broadcast rights holders and their audiences have seen just 13 days play out of a possible 20.
