Kayo Gears Up for a Blockbuster Summer of Cricket and Sport
Get ready, because Kayo Sports is set to deliver one of the most action-packed summers of sport Australia has seen in years. Partnering with News Corp, Kayo has rolled out an immersive campaign that perfectly blends nostalgia, family fun, and live sports action. At the heart of it is a custom 24-page Backyard Cricket Guide, designed to tap into the nation’s love for cricket and the cherished tradition of playing in the backyard.
The guide brings together some of Australia’s cricketing legends, past and present. Fox Cricket icons Adam Gilchrist, Mark Waugh, and Mike Hussey reflect on their early backyard memories, while current stars like Usman Khawaja and Rachael Haynes share stories of backyard battles that helped shape their careers. The campaign emphasizes how backyard cricket has long been a gateway to Australia’s cricketing culture, bringing families together and sparking lifelong passions for the game.
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Foxtel Group’s marketing and revenue head, Dani Simpson, has highlighted that this summer’s cricket season is shaping up to be one of the most anticipated on record. Kayo is positioned as “the home of sport in Australia,” offering live and uninterrupted access to every Ashes Test, every Big Bash League (BBL) and Women’s Big Bash League (WBBL) match, as well as major international series. The Backyard Cricket Guide celebrates this tradition, offering practical tips, light-hearted rules, and a playful connection to the sport, all while reinforcing Kayo as the ultimate hub for family-friendly sports entertainment.
The guide will be distributed with key Sunday mastheads across Australia, including The Sunday Telegraph, Sunday Herald Sun, The Sunday Mail (QLD), and Sunday Mail (SA), giving the campaign national reach. Central to the guide is the “Charter of Backyard Cricket Rights,” a list of ten essential rules familiar to generations of Australian families—rules like “no one gets out first ball” and “whoever hits the tennis ball over the fence has to go get it.” This content mix is designed to appeal to hardcore cricket fans while engaging casual sports audiences.
Beyond print, the campaign extends across News Corp’s digital, video, and social channels. Fans are encouraged to share their own backyard cricket rules, creating a community-driven experience that reinforces Kayo’s summer positioning. Tim Morrissey, News Australia’s commercial partnerships editor, points out that this approach demonstrates how sport-led content can connect brands with highly engaged audiences at scale, delivering both nostalgia and excitement during the busy summer sports season.
On the screen, Kayo Sports and Foxtel are offering a monster lineup. The Ashes kicks off with the First Test between Australia and England, while India faces South Africa in a concurrent Test series. WBBL fixtures, AFL Draft coverage, NBA, NBL, NFL, and Formula 1’s Las Vegas Grand Prix all ensure that fans have wall-to-wall live action. Every match and race will be streamed ad-break free on Kayo Sports and Foxtel sport channels, making it easier than ever for fans to follow every high-stakes moment across cricket, motorsport, and basketball.
This summer, Kayo isn’t just broadcasting sport—it’s celebrating Australia’s unique sporting culture, family traditions, and the thrill of live action, all in one place. Families, fans, and cricket enthusiasts alike are being invited to relive old memories, create new ones, and experience a summer of sport like never before.
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