Cricket Ireland has announced a new five-year broadcast deal with Pitch International for Ireland men’s and women’s international cricket played at home in that period.

Pitch International has worked with Cricket Ireland since 2014, facilitating broadcast sales for Ireland Men’s home internationals matches with the global market. The new deal, covering home internationals from 2022-to 2026, extends Pitch’s scope in a number of ways – with Pitch now assuming ownership of Cricket Ireland’s rights, Pitch will be expanding its portfolio of matches to include women’s internationals, and taking all international matches to the end of the next future tours programme (FTP).

The intricacies of international broadcast deals are among the most complex of any revenue streams that sport relies on.

Cricket in particular has an enormous reach around the world and with Ireland playing at the highest level that translates into a lot of eyeballs. How many? Well, the two Ireland India One Day Internationals played in 2018 were watched by 429 million people around the world, and was the most-watched event ever to be staged on Irish soil, including Rugby Internationals, the Europa League Final and even the Eurovision Song Contest.

The desire to consume the sport around the world is immense but monetising every individual deal is something that pitch does for a substantial living. It already works with the English FA, Six Nations Rugby and Irish Rugby as well as a host of other major players.,

This deal gives certainty to Irish Cricket that the revenue will be bookable and the best deals obtained. It also adds to the substantial benefit from Ireland’s domestic games across the Men’s and Women’s teams that is streamed live around the world in partnership with HBV Studios where yesterday’s announcement was made.

“As Irish cricket grows in stature on the world stage, broadcast and digital rights are becoming a key income stream to support Cricket Ireland and its work in growing and improving the sustainability of our sport,” said Cricket Ireland CEO Warren Deutrom.

“Having worked closely with Pitch International as our agent in the broadcast market for so many years, we are delighted to formally welcome them as our official global broadcast partner. From experience, we are confident that Pitch provides the necessary expertise and reach into the global broadcast and digital marketplace.”

“Not only will this agreement help grow the profile of our sport internationally, but it will also help to sustain the revenue for Cricket Ireland to invest back into the sport – our facilities, our high-performance programmes, our Provincial Unions and programmes at club and grassroots levels.”

“As a new aspect of our latest broadcast deal, we will offer women’s cricket content to the market for the first time. Almost 750,000 views of our women’s international live streams in 2021 have demonstrated the interest in Irish women’s cricket, and this will be set to grow significantly further with the senior squad’s entry into the ICC Women’s Championship.”

“As we don’t want to just be a major nation in world cricket, but a major sport in Ireland, we have ensured the new broadcast deal carves out our ability to offer attractive opportunities for with domestic broadcast partners in Ireland – and we will explore these.”

“We are delighted to extend our long-term partnership with Cricket Ireland and continue to help grow the game of cricket in Ireland,” added Guy Le Grew, Chief Revenue Officer at Pitch International.

“As the landscape of world cricket continues to evolve, our focus is on driving reach and, revenue for Irish cricket and to enhance the profile of Ireland’s international sides both at home and abroad.”

“Cricket Ireland has consistently secured high-quality opposition for both their men’s and women’s teams, which in turn provides us all with exciting opportunities in broadcast markets around the world.”

“Through Pitch’s wider portfolio of international cricket rights, which also includes the England and Wales Cricket Board, New Zealand Cricket, Cricket West Indies, Netherlands Cricket and Cricket Scotland, our unrivalled expertise and network uniquely positions us to deliver market-leading results.”

Sport for Business Partners