oOh!media and Cricket Australia extend Test season partnership

oOh!media and Cricket Australia have expanded their Out of Home partnership, signing a new agreement that will deliver official cricket news, match countdowns, highlights and live scores across the entire 2026-27 Australian NRMA Insurance Men's Test season.

The extended collaboration will see cricket content distributed across oOh!'s national digital network spanning airports, billboards, retail centres, street furniture, rail, offices and study environments, giving fans access to live updates while creating new sponsorship opportunities for brands seeking to align with major sporting moments.

The agreement builds on last summer's NRMA Insurance Men's Ashes Series partnership, including the award-winning First Ball campaign, and marks a broader rollout across the full Test calendar.

Cricket content expands across the summer

The 2026-27 Test season begins in August with Australia's two-Test series against Bangladesh in Darwin and Mackay before shifting to a four-Test series against New Zealand across Perth, Adelaide, Melbourne and Sydney between December 2026 and January 2027.

The season will conclude with the historic 150th Anniversary Test at the Melbourne Cricket Ground in March 2027, marking 150 years since the first Test match was played there in 1877.

Mark Fairhurst, chief revenue officer at oOh!media, said the success of last summer's Ashes campaign demonstrated the growing appetite for real-time sporting content in Out of Home environments.

"The success of last summer's Ashes program demonstrates what's possible when great activations come together to bring audiences closer to the moments that matter. By extending our collaboration with Cricket Australia across the full Test season, we're giving fans greater access to the game wherever they are, while creating new opportunities for brands to be unmissable during the cultural moments that matter."

Building on Ashes success

Cricket Australia head of brand and marketing Teresa Basile said the partnership had proven the value of extending fan engagement beyond match-day viewing.

"Last summer's Ashes collaboration showed how cricket content can engage fans beyond the match-day experience. We're excited to build on that with oOh!media across the 2026/27 NRMA Insurance Men’s Test series, and the 150th Anniversary Test Match."

The deal further strengthens oOh!media's live content strategy as media owners increasingly look to combine premium audiences with timely, contextual content. For advertisers, the expanded partnership creates additional opportunities to connect with cricket fans throughout the season, from the opening Test in Darwin through to one of Australian cricket's most significant milestones at the MCG.

The agreement also reinforces the growing role of digital Out of Home as a channel capable of delivering live information, cultural relevance and brand integration at scale.