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In a major development, Sony Pictures Networks India (SPNI), owned by Culver Max Entertainment Private Limited, has secured the broadcasting rights for the Asia Cup from 2024 to 2031. Sony emerged victorious in the competitive bidding process, acquiring the rights at the base price of $170 million, marking a 70% increase from the previous cycle’s value of $100 million (2016–2023).
Table of content
Details of the Deal
The package includes:
- Men’s and Women’s Asia Cups
- Men’s and Women’s Under-19 Asia Cups
- Men’s and Women’s Emerging Teams Asia Cups
During this eight-year span, at least four Men’s Asia Cups are planned, split between two 50-over formats and two T20I formats.
Key Highlight: The deal ensures a minimum of eight India-Pakistan clashes, with at least two per tournament and a potential third if the two teams meet in the final. These high-stakes matches are expected to drive significant viewership and revenue.
Jio-Star’s Surprising Exit
Surprisingly, Jio-Star Network, which held the rights during the previous cycle, decided to opt out of the bidding process at the last minute despite earlier expressing strong interest. This unexpected move left Sony as the sole bidder, allowing them to secure the rights at the base price without competition.
Sony’s Growing Portfolio
Sony’s acquisition of the Asia Cup rights further strengthens its already impressive cricket broadcasting lineup, which includes:
- England Cricket Rights
- New Zealand Cricket Rights
- Sri Lanka Cricket Rights
The new deal also extends Sony’s reach into premier cricketing events and showcases their renewed focus on global cricket broadcasting.
Auction Overview
The Asian Cricket Council (ACC) conducted the auction, which began at 11 AM UAE time via an online platform managed by M-Junction.
Impact on the Cricketing Ecosystem
The Asia Cup, known for its fiercely competitive India-Pakistan matches, is one of the most sought-after cricketing events globally. Sony’s victory not only ensures consistent, high-quality coverage of the tournament but also positions the network as a dominant player in cricket broadcasting over the next decade.
This acquisition comes as a strategic win for Sony, especially as they compete against rising broadcasters like Viacom18 and Disney Star, solidifying their foothold in international cricket.
