By Pete Menzies, Senior Commercial Manager – APAC
I’ll admit it…cricket and I have never been close. I don’t own a bat, I can’t name every fielding position, and I’ve never lasted the full five days of a Test match. But when the Ashes return to Australian soil, that all changes. Suddenly, even the most casual observer gets drawn into the rhythm of an Australian summer: beaches, barbecues, and backyard cricket. You might not follow every over, but when that first ball is bowled, the country shifts gears.
I may not follow cricket closely, but the Ashes is the one contest I’ll always watch. The rivalry between England and Australia transcends sport, it’s steeped in history, pride, and fierce competitiveness. Every series tells a story of strategy, endurance, and national identity, and that intensity makes it impossible to look away. Even as an outsider to the game, the drama, tension, and narrative arcs of the Ashes command attention in a way no other cricket series can.
The Ashes aren’t just another series; they’re part of Australia’s sporting DNA. Generations have grown up with its stories – Warne’s Ball of the Century, Ponting’s Boxing Day dominance, Langer and Hayden setting the tone at the Gabba, and, more recently, Ben Stokes’ miracle at Headingley that every Australian remembers for the wrong reasons. History, rivalry, and redemption all rolled into one, that’s what makes it unmissable.
There’s something special about the way this series grips a nation. Even for those of us who don’t live and breathe cricket, the energy is contagious. It starts around the barbecue, in the office, or on the train: “Who opens at the Gabba?” or “Can Bazball hold up on Australian wickets?” The debates run hot, the pride runs deep, and by December, everyone’s got an opinion.
This summer’s Ashes will be no exception. The schedule itself reads like a tour of national icons:
- Perth Stadium, Perth (21–25 November 2025): where searing heat and bounce set the tone for the series.
- The Gabba, Brisbane (4–8 December 2025): the only day/night pink-ball Test, where fast bowlers thrive under lights.
- Adelaide Oval, Adelaide (17–21 December 2025): the series’ most tactical battleground, where patience, precision, and partnerships often decide the story.
- Melbourne Cricket Ground, Melbourne (26–30 December 2025): the Boxing Day epic, a cauldron of 90,000 fans and pure theatre.
- Sydney Cricket Ground, Sydney (4–8 January 2026): steeped in sentiment and tradition, where farewells become folklore.
Each Test tells its own story, and this year’s contest is perfectly balanced: England’s fearless Bazball meets Australia’s measured control. It’s a clash of philosophies, of tempo and temperament, and for those of us with a data-driven mindset, it’s a dream. Every delivery generates hundreds of insights: ball speed, seam movement, bounce, spin, trajectory. Predictive models interpret sessions in real time, broadcasters visualise the unseeable, and sportsbooks adjust markets ball by ball.
It’s this hidden world, the data behind the drama, where Podium plays a key role. Our live feeds and analytics platforms allow broadcasters, sportsbooks, and media partners to enhance fan engagement and understanding. From ball-by-ball statistics to expert analysis, predictive models, and performance metrics, the Ashes becomes more than a match: it becomes a fully connected experience. Fans can follow narratives, anticipate outcomes, and stay engaged throughout every session, even if they aren’t watching every delivery.
For all its complexity, the Ashes remains simple at heart. It’s about rivalry, resilience, and respect. It’s about kids bowling tennis balls in driveways, veterans reliving highlights, and an entire country quietly hoping for another summer of dominance. You don’t need to be a die-hard cricket fan to appreciate it, you just need to be here when it happens.
As someone who’s spent a career helping partners navigate the intersection of sport, data, and digital experience, I’ve learned to value moments like this. The Ashes aren’t just five Tests; they’re a reminder of how sport unites people, drives innovation, and fuels passion, both on and off the field.
So, while I might not spend every session glued to the screen, I’ll be watching: for the stories, strategy, and spectacle that only the Ashes can deliver. With the urn already in Australian hands, the stakes are high, every delivery counts, and the entire country will be tuned in. Even those of us who weren’t born cricket fans will find ourselves right there in the moment.
Connect with Pete: https://www.linkedin.com/in/pme/
