Just weeks after predicting a record-breaking financial year, Cricket Australia is confronting a multimillion-dollar setback following the dramatically shortened first Ashes Test in Perth. The match, which concluded late on the second day, has left the sporting body counting a significant financial cost from lost ticket sales.
Rapid-Fire Finish Drains Revenue
A combination of Travis Head's spectacular batting performance and England's aggressive 'Bazball' approach led to an unexpectedly quick finish at Perth Stadium. Despite a record total attendance of 101,514 spectators across the first two days, the early conclusion means days three and four were cancelled.
Cricket Australia is now headed for an estimated loss of more than $3 million from ticket revenue alone for those final two days. This is a significant blow, especially considering day three was almost sold out.
Record Crowds and Ratings Can't Offset Loss
The match itself was a spectacle, breaking the previous Perth attendance record of 96,463 set during last year's Test against India. The opening day was also a major winner for television broadcasters.
Session two attracted a total TV audience of 1.05 million viewers, a massive 42 per cent increase compared to the same session in the first Test against India last year. The third session reached a peak audience of 2.67 million, with the total TV audience of 1.18 million representing an 18 per cent year-on-year increase.
CEO's Pre-Match Concerns Realised
Speaking on Saturday before Australia's first innings had even finished, Cricket Australia chief executive Todd Greenberg expressed his concerns about the match's duration. "It's difficult for a number of different groups," Greenberg told SEN radio, highlighting the financial impact on broadcasters, the organisation itself, and partners and sponsors.
"There's a big economic impact on this series," he stated. When asked about the potential of a day four, Greenberg half-joked, "I'm actually worried about getting to day three before I get to day four so I don't want to get too far ahead of myself."
This financial hit comes shortly after CA announced an $11.3 million loss at its annual general meeting last month, a result that drew criticism from Cricket Victoria chair Ross Hepburn. However, CA chair Mike Baird had remained bullish about the future, telling stakeholders to "hang on to your hats because next year we are going to have a record year in cricket." He had forecasted record attendance, viewership, and sponsorship for the current financial period.
