The England and Wales Cricket Board aims to increase free-to-air access to cricket by offering more non-exclusive rights packages in its next television contract cycle starting in 2029.

The England and Wales Cricket Board (ECB) is preparing to offer more free-to-air (FTA) rights packages for the next television contract cycle, which begins in 2029. The board intends to broaden the sport's appeal by making more packages available on a non-exclusive basis. While Sky Sports is expected to retain its primary rights, the ECB is exploring opportunities to share coverage with other broadcasters, including potential collaborations involving ITV.

Potential Collaboration with ITV

The ECB is considering a strategy where Sky Sports could share parts of its cricket portfolio with ITV, contingent on the completion of Comcast’s proposed £1.6bn takeover of the broadcaster. Although formal discussions are pending regulatory approval, ITV has expressed interest in bidding for rights to The Hundred. If the partnership proceeds, it could mark the first time a Test match has been broadcast on ITV since 1968.

Broadcasting History and Future Rights

Test cricket in England has been behind a paywall since 2006, following Sky Sports' acquisition of the rights. The last home Test series to be broadcast on free-to-air television was the 2005 Ashes, which aired on Channel 4. The upcoming 2029–2033 rights cycle is notable as it will be the final contract where England matches are sold alongside The Hundred, as the latter will be sold as a standalone event starting in 2033.