Indian heavyweight broadcaster Sony Pictures Networks (SPN) has struck a deal to become the exclusive rights-holder for all tournaments organized by the Asian Cricket Council (ACC) through 2031.
The ACC unveiled a seven-year deal with SPN late last week (November 22), saying that it represented a 70% increase in value from the previous rights cycle (during which Star India held the rights, through a 2015 deal). Various Indian media reports have cited the tie-up as worth $170 million.
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The new agreement is likely to cover four editions of the top-tier men’s Asia Cup tournament, which will next be held in India in 2025 as a Twenty20 tournament (it alternates between a T20 and a one-day international event). After that, Bangladesh will put on the 2027 edition.
It also encompasses all the Women’s Asia Cups over the next seven years, as well as all Under-19 Asia Cups (men’s and women’s) and Emerging Teams Asia Cups during that period.
The ACC has said the deal guarantees “comprehensive and innovative coverage of Asian cricket’s marquee tournaments across television, digital, and audio platforms.”
Jay Shah, president of the ACC (and also secretary of Indian cricket’s governing BCCI), has commented: “With Sony’s extensive expertise in the broadcasting industry, we are excited to embark on this new partnership. Sony’s expertise and innovative approach promise to bring a fresh perspective to the coverage of Asian cricket, reaching new audiences and setting new benchmarks.”
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By GlobalDataThe last men’s Asia Cup took place across Sri Lanka and Pakistan last August and September, with India emerging as champions.
Earlier this month, the ACC – once again – appointed India’s TCM Sports Management as the exclusive agency covering sponsorship sales for the Asia Cup.
This extends TCM’s overall relationship with the ACC – the last tie-up between the pair came in August 2019 (reportedly with a value of $9.45 million), with TCM having also held rights across the 2016-19 cycle.
Elsewhere, in terms of its cricket rights, SPN has deals in place with the sport’s governing bodies in England, Sri Lanka, and New Zealand (through 2031).
SPN saw a merger with Zee Entertainment collapse in January after more than two years of negotiations.
