Sony Pictures Networks India (SPNI), now known as Culver Max Entertainment Private Limited, has achieved a major milestone by securing the media rights for the Asia Cup from 2024 to 2031. This agreement, made with the Asian Cricket Council (ACC), covers both men's and women's cricket tournaments across various formats, including ODIs and T20s, and extends to youth and emerging team competitions. The deal marks a significant evolution in cricket broadcasting, ensuring fans worldwide receive high-quality coverage of these marquee tournaments.

The Deal and Its Value

The ACC announced this landmark agreement following an e-auction process, with Sony emerging as the sole bidder at the base price of $170 million. This deal represents a 70% increase in value from the previous rights cycle, reflecting the growing popularity and marketability of cricket in Asia. Notably, competitors like Jio-Star (a merger between Disney Star and Jio Cinema) did not participate in the final auction, leaving Sony to secure the rights uncontested.

This agreement underscores Sony's commitment to cricket broadcasting, cementing its position as a key player in the sports media landscape.

Scope of Coverage

Under this deal, Sony gains exclusive rights to broadcast:

  1. Men's and Women's Asia Cups: Showcasing the best cricketing talent in Asia, these tournaments are central to the deal.
  2. Under-19 Asia Cups: Highlighting emerging players and future stars.
  3. Emerging Teams Asia Cups: Providing a platform for up-and-coming cricketers.

The coverage spans television, digital, and audio platforms, promising innovative and immersive experiences for cricket enthusiasts.

Tournament Details

The rights period will see four editions of the Asia Cup, alternating between ODI and T20 formats. The scheduled tournaments include:

  • 2025 (T20): Hosted by India.
  • 2027 (ODI): Hosted by Bangladesh.
  • 2029 (T20): Hosted by Pakistan.
  • 2031 (ODI): Hosted by Sri Lanka.

Each edition will feature high-stakes matches, including the much-anticipated India-Pakistan clashes, which consistently draw massive global audiences.

ACC's Vision

Jay Shah, chairman of the ACC, emphasized the significance of this partnership:
"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."

The ACC's strategic decision to partner with Sony aligns with its goal of delivering world-class cricketing experiences and broadening the sport's reach across the Asian subcontinent and beyond.

Women’s Cricket in Focus

This agreement also highlights the ACC's dedication to promoting women's cricket. The inclusion of rights for the Women’s Asia Cup, alongside other female-centric tournaments, is a step forward in achieving gender equity in the sport.

E-Auction Process

The transparent e-auction process used by the ACC ensured a level playing field for broadcasters. Sony's bid at the base price of $170 million showcased its strategic intent to dominate the cricket media space. With a diverse portfolio of tournaments under its wing, Sony is set to redefine cricket broadcasting in the coming years.

Conclusion

The acquisition of Asia Cup media rights by Sony Pictures Networks India heralds a new era for cricket in Asia. By offering extensive, high-quality coverage across formats and platforms, this deal promises to elevate the fan experience. The ACC’s landmark agreement not only boosts the sport's commercial value but also underscores the enduring appeal of cricket as a unifying force in the region. As the next cycle of tournaments unfolds, cricket fans worldwide can look forward to thrilling matches, innovative broadcasts, and unparalleled access to the game they love.