Npower calls for Ashes return to terrestrial TV

Npower, sponsors of domestic Test Match Cricket, has welcomed the possibility that Ashes cricket coverage could return to terrestrial television.

The Ashes

A review of the legally protected “crown jewels” of British sport led by David Davies, the former Football Association executive, is expected to recommend the four-yearly home series between England and Australia be shown live on terrestrial TV.

Kevin Peake, marketing director at Npower, says having the Ashes on terrestrial television delivers “greater returns for sponsors’ investments, and should attract new businesses to invest in the game”.

“TV exposure is an important part in how we use the Test Series sponsorship to market our brand and enhance our reputation,” he adds.

Npower recently renewed its sponsorship of domestic Test Match Cricket until the end of 2011 with an option to extend until after the end of the next Ashes series in 2013. Peake says any change “will have an impact on our future within the sport.”

This summer’s Ashes series was shown live only on BSkyB. Its Sky sports channel registered a peak audience of two million for the deciding test of the series, won by England.

In 2005, when the deciding Test was shown live on Channel 4, more than seven million watched.

Peake adds that although Sky’s coverage is “first class”, “we can’t escape the fact that viewing figures for cricket on Sky have yet to match those that have been achieved on terrestrial television in previous years.”

Other “crown jewels” include the Olympic Games, the World Cup Finals, the FA Cup Final and the Grand National.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here