By Andrew Wu
Player agents were angered by Cricket Australia’s plans to use cricketers’ images to promote BBL SuperCoach on News Corp’s digital platforms this summer, citing a breach of intellectual property.
The use of player images requires approval from the player union, which has suggested it is open to striking a deal with CA but declined to comment on the situation.
There will be no headshots of players on the Big Bash SuperCoach site.Credit: Getty Images
The governing body says there are logistical reasons that the players’ photos are not displayed on the competition website, and that concerns over intellectual property are not the issue.
Cricket Australia believed it would be able to use headshots of all BBL squad members on the competition website. But just days before the start of the 14th Big Bash League season, players are faceless on the “official fantasy game” page. Instead, there is a logo of their club where their headshot would otherwise have been.
Cricket Australia sent an email to player agents seven weeks out from the start of the Big Bash League season, announcing it had agreed to terms with News Corp to run BBL SuperCoach for this summer.
The email also stated that player headshots would appear on the SuperCoach site and also be used in social posts to promote the competition.
Agents then raised the issue with the Australian Cricketers’ Association. Some were concerned Cricket Australia was attempting to strike deals that did not fall within the scope of the memorandum of understanding struck between players and head office last year, according to two player managers who spoke on the condition of anonymity due to the sensitive nature of the matter.
The NBL SuperCoach example sent in an email by Cricket Australia.Credit:
It is commonplace for the images of players to be used in marketing material by Cricket Australia, but agents say lines are blurred when third parties are involved and there is no direct benefit to players.
“In exciting news for the promotion of the BBL, CA have come to an agreement with News Ltd (via the broader Fox Media Rights Agreement) to operate a BBL SuperCoach Fantasy platform again this season,” the email from Cricket Australia, seen by this masthead, said.
“No doubt most of you will be very familiar with News Ltd’s SuperCoach offering with BBL over the past few years and via other sporting codes such as the AFL and NRL. This is to notify you that player [headshots] will be used within the platform, as per the NBL example below, for all BBL squad members playing in the 2024-25 season.
“Note that player images may also appear in SuperCoach social posts based on BBL performances to help promote the league, as per the attached AFL example.
“As I’m sure you’ll all agree, this is fantastic promotion of the BBL, will link back to messages to watch the broadcast on Fox, and we anticipate will spark huge interest amongst fans.”
Cricket Australia said on Thursday the decision had been made not to use the photos because there was not enough time after players arrived at their clubs after duties with their states or from overseas.
News Corp were contacted for comment but had not responded at the time of publication.
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