Sony Pictures Network India has secured the media rights to all Asian Cricket Confederation (ACC) rights in an eight-year agreement.
The outlet, registered as Culver Max Entertainment Private Ltd, will cover all ACC tournaments including the men’s and women’s Asia Cups, the under-19s counterparts, and the men’s and women’s emerging teams Asia Cups.
Jay Shah, President of the ACC, said: “This media eights deal is a significant milestone for the ACC and cricket across the region. The Asia Cup continues to be a cornerstone of cricketing excellence, bringing together the best of the region’s talent.
“With Sony Pictures Networks India as our new media partner, we are confident in their ability to deliver world-class coverage and an immersive viewing experience for fans worldwide.”
This arrangement will run until 2031. The deal solidifies the company’s position as a sports broadcaster in Asia, with the Indian subcontinent being the biggest market for cricket globally – over 546 million watched the 2024 Indian Premier League (IPL) via its broadcasting partner, Star Sports, in India alone according to the Economic Times.
Star Sports was also the previous rights holder to the ACC deal now held by Sony, with the Economic Times reporting that Star paid between US$80m-$90m for the rights package. Sony states that its deal marks a 70% increase in value from the previous rights cycle in what will be a significant boost to Asian cricket’s finances.
“With Sony’s extensive expertise in the broadcasting industry, we are excited to embark on this new partnership,” Shah continued. “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.
“The substantial increase in rights value will enable the ACC to channel significant resources into grassroots programmes, infrastructure development, and talent pathways, especially for associate nations. This collaboration will drive the continued growth of cricket across Asia and ensure its vibrant future.”
Though it is often overshadowed by the dominance of football and US sports in the West, cricket is one of the world’s most valuable sports, ranking ahead of Formula One, tennis and golf. However, the sport’s presence is mainly limited to the UK, the Indian subcontinent, Australia, South Africa and the Caribbean, for the most part.
Entering new markets and building up a more global presence for cricket has been a mission for the sports’ stakeholders of late. At a sports business conference last month, several stakeholders discussed cricket’s potential in new high value markets, including the US, which earlier this year hosted the men’s T20 World Cup.
