Broadcast giant Sky (LON:SKY) has been stumped by rival BT Sport, which has outbid it and won the rights to screen the next Ashes series in Australia.
It is being reported that BT outbid Sky by around £20 million bringing to an end Sky's dominance over live cricket in the UK for the last decade.
BT is reportedly paying £80mln in total for the opportunity.
The deal is a part of a five-year agreement with Cricket Australia and means BT Sport will show all Australia's test matches, one-day internationals and T20 games.
However, Sky does holds the rights to the 2019 Ashes series, which will be held back in Blighty.
England's cricketers have bounced back to prominence this summer after beating the Australians in the series at home this summer, despite losing the fifth test.
Cricket Australia's executive general manager, Ben Amarfio, was quoted as saying BT Sport's reach into UK homes was a factor in the deal.
"BT Sport put forward a highly compelling bid for the rights to broadcast cricket from Australia to audiences throughout the United Kingdom," he said.
BT Sport now has rights for all Uefa Champions League fixtures, as well as 38 Premier League games this season.
BT shares eased 1.87% to 427.55p on the day, while Sky shares lost 2.5% to 1,015p.