The Asian Cricket Council (ACC) has signed a media rights agreement with Sony Pictures Networks India (SPNI), also known as Culver Max Entertainment Private Limited, for the period of 2024 to 2031. The deal includes broadcasting and digital rights for all ACC tournaments over the next eight years.
Reportedly, this agreement covers tournaments such as the Men’s and Women’s Asia Cups, Men’s and Women’s Under-19 Asia Cups, and Men’s and Women’s Emerging Teams Asia Cups. SPNI will provide coverage across television, digital platforms, and audio services.
“This Media Rights deal is a significant milestone for the Asian Cricket Council 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. 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. The substantial increase in rights value will enable the ACC to channel significant resources into grassroots programs, 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,” Jay Shah, President, ACC, said.
The value of the new media rights deal represents a more than 70% increase from the previous cycle. The ACC has indicated that the agreement will support its initiatives to promote cricket development programs across member nations.
The ACC stated that the partnership aligns with its aim to expand the reach of cricket in Asia. The organisation plans to utilize the resources from this deal to support its member countries in building infrastructure and nurturing talent.
SPNI, with its extensive experience in broadcasting, will manage the distribution of these tournaments to cricket audiences across its platforms. The company’s role is expected to facilitate wider access to cricket events across Asia and internationally.
On SPNI taking home the media rights to the ACC tournaments (2024 -2031), SPNI’s MD & CEO, Gaurav Banerjee, said: “Congratulations to the ACC for conducting a fair and transparent bidding process for the rights to the ACC tournaments! We are delighted to bring these action-packed tournaments, which will also include India and Pakistan matches, to our viewers for the next 8 years. ACC tournaments have created unforgettable moments and set the stage for the most intense Asian Cricket rivalries. We eagerly look forward to sharing the thrill and spirit of these matches with cricket fans.”
This deal underscores the growing popularity of cricket tournaments managed by the ACC and the increasing value placed on media rights within the sport.