European Cricket League AG (“ECL AG”) and the Australia based OTT Channel Sports Flick announced a multi-year TV cooperation - a major milestone for both entities that are at the starting line to develop European Cricket and propel it onto the world-wide stage with more than 2000 live matches planned until the end of 2022.

European Cricket joins forces with Sports Flick

In 2019, ECL AG successfully initiated the European Cricket League, “ECL19”, as the Champions League of European cricket, with over 140 million viewers and 45 broadcast partners throughout the world. This year, ECL20 needed to be postponed due to Corona. However, since June 1, European Cricket has experienced an unbelievable path of growth thanks to the launch of the European Cricket Series (ECS). These domestic events have rapidly ignited the promotion and awareness of cricket in Europe. This year has already seen 200 days of high-energy T10 cricket played in over 20 countries, covering 50 tournaments and over 700 live TV broadcast matches scheduled until the end of 2020.

At the beginning of this year, the live TV rights for the Indian-Subcontinent were exclusively sold to FanCode. This new agreement covers all remaining territories world-wide. Established in 2019, Sports Flick, a Sports-OTT provider, steps into the role of complementing TV partner for European Cricket by acquiring the live TV-rights on an exclusive basis. This initial agreement between ECL AG and Sports Flick runs until the end of 2022, offering more than 1,000 matches annually to the Cricket community. By integrating live cricket on an almost daily basis, Sports Flick will provide, by volume, the largest cricket portfolio in the world and attract a growing number of cricket fans. Its new and dedicated cricket service will commence with the live transmission of the European Cricket Series Rome, on November 2. The agreement has been engineered by the Swedish Sports Agency, Spring Media, a long-term partner of ECL AG and Sports Flick.

“We are proud of this historical step, born and agreed in a very special sports and media environment. We are committed to supporting the growth of European Cricket in close cooperation with our TV partners,” said ECL AG CEO Roger Feiner.

“We can boast a fantastic, new product for our clients, which spoils customers with quality sports action and high-class production levels. European Cricket dishes up a fresh and entertaining product, like never experienced before, with more than 1,000 matches per year, discovering new cricketing talents all over Europe. A highlight will be the European Cricket League (ECL21) tournament – the Champions League of European cricket – live and exclusive on Sports Flick.”

Dylan Azzopardi, CEO and Founder of Sports Flick, also expressed his delight at the ground-breaking partnership: “Having closely followed multiple European Cricket Series events during extreme circumstances and witnessed the interest generated through tough times this year, it definitely feels like the right time. To live broadcast over 700 matches by the end of 2020 is an incredible milestone. Sports Flick allows cricket lovers all over the world the chance to follow European cricket throughout the entire year. Summer is not far away here in Australia and now the summer of cricket will be shown on Sports Flick.”

Azzopardi added: “You can get 50% off your first month with promo code “CRICKET” on Sports Flick website. Our tempting week-long promo code ends on November 7 and is available to the first 25,000 subscribers at €3.99 (Euros), £4.49 (British Pounds), $4.99 (US Dollars) and $7.49 (Australian dollars).”

“We’ve seen an exciting partnership with ECL AG develop over the past 18 months and are pleased to extend that cooperation further,” said Craig Neilson, Commercial Manager, Spring Media. “The media rights agreement with Sports Flick and the continued growth in European Cricket allows Sports Flick to become the go-to cricket platform outside the Indian sub-continent, and the ideal partner to help grow European cricket interest globally.” Spring Media are also responsible for the live match production. “The exciting T10 format is here to stay and offers cricketers in Europe a genuine chance to shine,” added Neilson.