Prime Video has pulled off an unexpected crossover as Clarkson’s Farm season four drops—welcoming Australian cricket captain Pat Cummins to the Cotswolds just days before his World Test Championship prep kicked in.
Cummins, who fronts one of Australia’s most commercially viable sports teams, visited Jeremy Clarkson’s Diddly Squat Farm during a UK stopover and got a first-hand look at a new agribusiness experiment that could end up on cricket fields worldwide. The focus: English Cricket bat Willow, a specialist crop with high demand and elite-sport credibility, now being trialled on-site by Clarkson’s advisor “Cheerful” Charlie Ireland.
The visit—filmed ahead of Australia’s WTC Final campaign and now streaming on Prime Video—taps into a broader playbook: sports celebrity, rural innovation, and high-visibility content synergy. Cummins, a self-declared fan of the show, gave the willow plan his nod of approval and tested a prototype bat forged from the farm’s first harvest.
It’s a timely pivot for Clarkson’s Farm, which continues to evolve from chaos-comedy into a platform exploring sustainable and scalable farming ventures—with pop-culture fuel.
As for Clarkson, the move is shrewd. Long disinterested in cricket (blaming hay fever), he’s found a way to profit from the game anyway—leveraging star power, audience crossover, and a crop with built-in prestige.
Season 4 of Clarkson’s Farm is now streaming on Prime Video.
