UK Broadcasters Show No Interest in England’s Test Tour of Pakistan

England‘s upcoming Test tour of Pakistan in October may be facing a significant challenge as no UK broadcasters have shown interest in acquiring the broadcasting rights for the series. The Pakistan Board issued a tender document last month, which has so far received no bids from UK media outlets.

The last Test series that England played in Pakistan, which took place in December 2022, was televised by Sky Sports. England achieved a remarkable feat during that series by becoming the first team to win 3-0 in Pakistan, showcasing impressive batting and disciplined bowling.

Despite this historic achievement, the interest in this year’s tour appears to have waned. Reports indicate that Sky has formally communicated to the Pakistan Board that it does not intend to submit a bid for the upcoming series. Meanwhile, TNT Sport has also opted out of negotiations for the broadcasting rights.

To further complicate matters, the Pakistan Board has decided to engage a local marketing agency to handle the sale of overseas rights for the series. This decision contrasts with previous approaches taken by other boards who have enlisted global companies like IMG or Pitch International.

Historically, Sky has been the primary broadcaster of England’s overseas Test series and has held the rights for nearly 30 years. However, in recent years, the company has strategically shifted its focus towards maintaining exclusive rights for home series and major cricket events like the World Cup and T20 World Cup.

Sky’s decision making is driven by analysis indicating that the costs associated with acquiring overseas rights and high-quality production do not justify the limited subscriber growth they yield. This is particularly evident during the cricket season, which is heavily overshadowed by live football broadcasts.

TNT Sport has filled some of the gap by securing rights for series in other countries, such as Australia and India, but has shown no interest in the Pakistan tour. Recent reports suggest that TNT Sport has also made cuts and stepped back from negotiations for other major sports events.

The lack of broadcaster interest raises concerns for cricket fans in the UK. This challenge in attracting audiences was highlighted recently when a significant number of ticket holders failed to attend a match at Old Trafford, exemplifying the struggles facing Test cricket in the current landscape.