oOh!media signs Cricket Australia for the full Test summer as live content becomes an OOH product

oOh!media and Cricket Australia have signed a new agreement that will distribute official cricket content, including live scores, news, match countdowns and highlights, across oOh!'s national digital Out of Home network for the full 2026-27 Australian Test season. The rollout spans airports, billboards, retail centres, street furniture, rail, office and study environments.

The extension builds on last summer's NRMA Insurance Men's Ashes Series partnership, which included the award-winning First Ball campaign. That program was a single-series trial. This agreement covers the whole Test calendar, starting with Australia's two-Test series against Bangladesh in Darwin and Mackay in August, followed by a four-Test series against New Zealand across Perth, Adelaide, Melbourne and Sydney between December 2026 and January 2027, and closing with the 150th Anniversary Test at the Melbourne Cricket Ground in March 2027, 150 years after the first Test was played there.

oOh!media chief revenue officer Mark Fairhurst said the Ashes program showed the appetite for real-time sport in Out of Home environments. "By extending our collaboration with Cricket Australia across the full Test season, we're giving fans greater access to the game wherever they are, while creating new opportunities for brands to be unmissable during the cultural moments that matter," he said.

Cricket Australia head of brand and marketing Teresa Basile said last summer's collaboration "showed how cricket content can engage fans beyond the match-day experience", and pointed to the 150th Anniversary Test as a highlight of the expanded program.

Why it matters for Australian advertisers: this is another step in digital Out of Home behaving less like static signage and more like a contextual media channel. Live sport content gives oOh! a reason to sell time-sensitive, moment-based packages, and cricket's December and January peak lands in the same window as retail's biggest trading period. For brands, the practical question is whether proximity to live cricket moments delivers measurable attention uplift over standard DOOH rotations, and what premium oOh! will ask for it. It is also a commercial signal from oOh!media itself, which has spent July fielding takeover interest while continuing to invest in content partnerships that differentiate its network.

Worth noting for balance: neither party has disclosed the financial terms or the sponsorship packages attached to the deal, and claimed engagement benefits from last summer's Ashes program have not been independently published. Treat effectiveness claims as vendor statements until campaign data is released.

Sources: mediaweek.com.au (23 July 2026), adnews.com.au