News Australia has teamed up with Kayo Sports to roll out an integrated summer cricket campaign centred around a bespoke 24-page Backyard Cricket Guide, positioning the streaming platform as the go-to destination for family sports entertainment and the exclusive home of every match of the Ashes, Big Bash League and Women’s Big Bash League this season.
The guide showcases well-known cricket talent and Kayo commentators sharing their favourite childhood cricket memories, complete with throwback photos.
Fox Cricket greats Adam Gilchrist, Mark Waugh and Mike Hussey reflect on how their passion for the sport began, while current stars Usman Khawaja and Rachael Haynes look back on the competitive backyard matches that shaped their futures.
Celebrating a Summer Tradition
Dani Simpson, Foxtel Group’s Group Managing Director of Marketing and Revenue, says the launch aligns with what is expected to be one of the biggest cricket summers in years, reinforcing Kayo Sports’ position as “the home of sport in Australia.”
“This summer of cricket is shaping up to be one of the most anticipated on record. As the home of sport in Australia, Kayo Sports is where fans will experience every Ashes Test, every BBL and WBBL match plus the biggest international series — all live and uninterrupted,” Simpson said.
“The Backyard Cricket Guide celebrates a cherished Australian tradition that brings families together every summer. It’s the perfect way to showcase Kayo Sports as the place where families unite to watch the biggest and best sporting moments.”
The guide will be distributed this weekend across major Sunday newspapers, including The Sunday Telegraph (NSW), Sunday Herald Sun (VIC), The Sunday Mail (QLD) and Sunday Mail (SA), providing nationwide reach across News Corp’s print portfolio.
Iconic Rules and Interactive Content
At the heart of the guide is the Charter of Backyard Cricket Rights — a collection of 10 classic, unofficial rules recognised across generations of Australians.
Highlights include staples such as:
- No one is out first ball
- If you hit it over the fence, you retrieve it
The publication blends humour, nostalgia and practical tips and aims to appeal to both dedicated cricket fans and families tuning in casually across summer.
Extending the Campaign Across Multiple Channels
Tim Morrissey, News Australia’s Commercial Partnerships Editor, said the initiative demonstrates the power of sport-driven storytelling in engaging audiences.
“The News Sport Network delivers unmatched reach to more than 8.6 million Aussies every month,” Morrissey said.
“This campaign celebrates family, friends and fun while showcasing true Aussie spirit. It shows how authentic and culturally relevant content can cut through during a crowded summer sports period.”
Beyond print, the campaign will run across News’ digital, social and video platforms, targeting cricket supporters, sports households and families. Social elements will encourage Australians to share their own backyard cricket rules and memories — creating user-generated content and reinforcing Kayo Sports’ summer positioning.
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