Cricket Australia locks in six year subcontinent media rights deal

Cricket Australia has signed Sony Pictures Networks India as its new broadcast and digital partner for India and the sub-continent.

The deal will run for six years and will cover Indian tours and visits by Pakistan, South Africa and the 21/22 Ashes.

Cricket Australia’s new deal will commence just in time for the Ashes Series, which commences in November.

Sony Pictures Networks has also acquired the exclusive broadcast and digital rights for women’s international cricket playing in Australia, including the Commonwealth Bank Ashes Series, KFC Big Bash League and Rebel Women’s Big Bash League.

As part of the deal, the network will broadcast Australian cricket across 11 sports channels in the region.

James Sutherland, CEO of Cricket Australia said Sony understands the “global value” of Australian cricket.

“One of Australian cricket’s key strategies is to ensure it has a sustainable approach to investment, so that we can keep growing the game, and the six-year deal with SPN is part of that strategy,” Sutherland added.

NP Singh, CEO of Sony Pictures Networks India, said the network was committed to “redefining the sports broadcasting landscape.”

“Our sports network comprising of 11 channels will offer something for everyone. Cricket enjoys a high viewership in India and with the acquisition of the media rights of Cricket Australia, we are ensuring that the viewer has continuous cricketing action, all through the year,” Singh said.

Ben Amarfio, Cricket Australia’s executive general manager of broadcasting, digital media and commercial added: “We hope that cricket fans throughout this region will thoroughly enjoy seeing Australian cricket, particularly what has become one of the fiercest rivalries in world cricket – Australia v India.

“Sony is a world class sports broadcaster and has done an exceptional job growing cricket in India with its ground-breaking broadcasting of the IPL and its widespread coverage of international cricket.

“To have our international and domestic cricket carried on such a premium sports platform as SPN is hugely important to the continued growth and promotion of Australian and bi-lateral cricket in the region.”

Yesterday Cricket Australia confirmed Mastercard Australia as its official payment provider. 


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