Singtel-Optus has signed a multimillion-dollar sponsorship deal with Cricket Australia to be its streaming partner. The telco hopes that offering live streaming matches and free season passes will encourage customers to see it as more than just a utility. Singtel-Optus chief executive Allen Lew said the deal was just the beginning, with broadcast rights at other codes under negotiation. From   October 29 all Optus users will be able to access Cricket Australia Live Pass, with the data not counting against their download allowances.