Ashes most bruising defeat for Australians

A Cricket Australia opinion poll has confirmed what has been evident Down Under since last September - that the Ashes loss to England hurt Australians more than any other sporting defeat.

The survey of 1200 sports fans, conducted by pollsters Newspoll, found that 63% regarded the Ashes as the nation's most-coveted sporting trophy, well ahead of the nearest contender, football's World Cup, which recorded 8% of the votes.

Cricket's World Cup was next, with 7%, followed by the Davis Cup (6%) and the rugby World Cup, which polled 5%.

"When it comes to Australian team sporting prizes, it's clear that the public consider the Ashes to be the pinnacle," Cricket Australia chief executive James Sutherland said. "We expect the whole country will be gripped by Ashes fever when the Ashes series begins later this year."

An in-form Australia will attempt to avenge its first Ashes loss in 16 years this southern hemisphere summer when England travel Down Under for the five-Test series.