BT has scooped rival Sky to win the rights to broadcast the 2017-2018 Ashes series in Australia.
The deal, worth a reported £80 million, is part of a five-year partnership with Cricket Australia that includes the rights to all Australian home cricket internationals and 35 matches from the country's Twenty20 league - the KFC Big Bash League - in which former England international Kevin Pietersen is due to feature.
Cricket Australia's Ben Amarfio said BT's bid was “highly compelling”.
"They are uniquely placed to become one of the UK’s largest sports channels and we think cricket can provide the content and opportunities to help them do just that," he added.
It follows previous efforts to eat into Sky's strong position in the sports market, such as the acquisition of the TV rights to Champions League football and a £960 million deal to screen 42 Premier League matches in the 2016-2019 seasons.
It could create a dilemma for cricket fans, however, as Sky owns the rights to show the 2019 Ashes series in England, as well as those for the cricket World Cup in the same year.
Customers wanting to watch both of the next Ashes series may have to sign up for both Sky and BT to do so.
The England and Wales Cricket Board will offer up the rights to screen its matches again in 2019.
With both companies showing interest in screening fixtures in the sport, the next deal could be the most valuable in its history.
England won the 2015 Ashes series, which wrapped up in London with an Australian victory at the Oval, 3-2Reuse content