Ooh Media and Cricket Australia partner to connect brands with Ashes fans

October 29, 2025 11:06

A mockup of the content deal with some good news for the Australian side

Ooh Media and Cricket Australia have entered into a partnership that will see scores and other updates from the upcoming Ashes Test Series displayed on out-of-home networks.

The agreement will allow brands to connect with cricket fans via Ooh’s office, street, road, rail, retail and airport networks, displaying scores, news and highlights from the Tests.

The partnership begins with the kickoff of the Perth Ashes Test on November 21.

In a media release shared on Wednesday morning, Ooh’s chief revenue officer Mark Fairhurst spoke further on the new deal between the OOH company and cricketing body.

“Cricket is one of Australia’s favourite summer rituals, and last year’s Boxing Day Test drew a massive crowd of more than 370,000 across the five days to the MCG,” he said.

“Those fans spill into streets, bars, restaurants, and retail spaces, right where our out-of-home assets are.

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“For brands, it’s an unrivalled opportunity to be part of the action and connect with audiences through engaging content that captures the moment.”

Cricket Australia’s head of brand and marketing, Teresa Basile, added to Fairhurst’s sentiment. Basile said the arrangement provides the sports institution with the opportunity to extend the energy of the Ashes beyond the stadium, and help brands make full use of the moment.

“The Ashes is more than a summer sporting event, it’s a rivalry that captures the attention of fans across Australia and around the world. With record-breaking ticket sales, the passion is undeniable,” Basile said.

“This collaboration helps us take that energy beyond the stadium, reaching fans in their everyday lives and giving brands a powerful way to be part of the experience.”

Cricket Australia and Ooh Media’s new partnership follows new developments for the latter’s Melbourne offering.

On Monday, the advertising giant launched a full-scale billboard network on Bolte Bridge in the Victorian city. In early October, it set up nearly 200 assets across five Melbourne Metro Tunnel stations.

The upcoming Ashes series will begin at Perth Stadium from November 21–25, before heading to The Gabba (day-night Test), Adelaide Oval (Christmas Test), Melbourne (Boxing Day Test), and Sydney (Pink Test).