Scandal means TV deal could go balls up

CRICKET Australia and embattled chief James Sutherland have gone from flat-track bullies to clean bowled over expectations it could demand $1 billion in broadcasting rights negotiations.

As the CA boss scrambled to mop up the damage done by the national team’s ball-tamp- ering admissions, experts warned the sporting shame would come at a multimilliondollar cost — including the price tag the game could command for TV rights.

TV networks, including Foxtel, are all believed to still be considering the lucrative broadcast and digital rights to the game, declining to offer official comment after captain Steve Smith, vice-captain David Warner and rookie Test batsman Cameron Bancroft plunged the game into its worst-ever cheating crisis.

But privately, many were seething at CA’s slow reaction to the crisis, mainly Mr Sutherland’s arms-length approach.

It was left to CA’s key sponsors — including Qantas, Magellan, Commonwealth Bank and Skins — who issued statements declaring their “disappointment” and “concern” for the precarious position the game’s reputation and future was now in.

Andrew Woodward, a former global head of brand and sponsorship communications for Visa Inc., said sponsors would have managed the risk of being involved with sport, but would not have expected this shocking conduct from “Mother Teresa” Smith.

“Cricket’s brand in Australia won’t recover while Steve Smith ever is at the helm, however the game and Cricket Australia will be fine in the medium to long term,” he said.

“A lot depends on what they do this week. This is make-orbreak for them.”