Hair miracle workers, burger giants, and brewmasters see strong returns from Foxtel cricket coverage

Ashley & Martin, McDonald’s, and Victoria Bitter are among the brands reaping strong returns from cricket sponsorships on Foxtel Media platforms, with latest campaign data showing significant lifts in brand metrics ahead of the 2025 Summer of Cricket.

The results follow a series of campaigns broadcast across Foxtel, Kayo Sports and BINGE, leveraging the reach and engagement of premium cricket coverage. According to Foxtel Media, the ongoing partnership with Ashley & Martin in particular is paying dividends, with the ‘Keep Your Hair On’ campaign driving a 37% uplift in spontaneous brand awareness, five times the norm for established brands.

The campaign also saw consideration increase by 13% (30% above average), brand preference lift 7%, and trust scores rise 12%. Creative was strategically deployed during high-attention moments in cricket matches, targeting viewers experiencing hair loss with an emotive, contextual message.

Across all sponsors, Fox Cricket coverage delivered average uplifts of 17% in brand awareness, 14% in ad recall, and 7% in consideration.

McDonald’s and VB see brand momentum

McDonald’s maintained its lead as the top quick-service restaurant (QSR) brand among Fox Cricket audiences, with a 13% rise in brand consideration and a 35% increase among its family viewer target group.

Victoria Bitter (VB) also benefited strongly from its cricket presence, with sponsorship awareness climbing 42% and Fox Cricket viewers 43% more likely to have purchased VB in the previous month. Claimed seven-day purchase rates for VB were 71% higher among cricket viewers than non-viewers.

Premium sport as a performance channel

Nev Hasan, Chief Sales Officer, Foxtel Media, said the results validate sport’s effectiveness as a media channel: “Our summer of cricket is a cultural mainstay that unites Australians, and our sponsors are seeing enormous value in being part of this national conversation.”

“The standout results from Ashley & Martin’s campaign are a testament to the impact of long-term partnerships, compelling creative, and strategic placement around premium sporting moments,” Hasan added.

Nev Hasan

Phil Raffan, CEO of Ashley & Martin, said Foxtel Media delivered the brand’s message to an attentive and relevant audience. “These results, from spontaneous awareness through to brand trust, validate the power of premium sport as a performance channel. It has been one of our most effective campaigns to date.”

The data supports growing advertiser interest in the Summer of Cricket 2025, with Foxtel Media continuing to position sport as a high-return channel for integrated brand campaigns.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.