Sony wins the broadcasting rights of Australian Cricket Till 2022

Sony grabs the broadcasting rights of Australian Cricket

Sony Pictures Network (SPN) has grabbed the broadcasting and digital rights for all the matches organized by the Australian Cricket Board for the next six years, Cricket Australia (CA) announced earlier today.

Sony will mark his debut by broadcasting the much-awaited Ashes series later this year. It will also cover multiple visits to India, Pakistan’s and South Africa’s tour to Australia. It will also broadcast the next Ashes series of 2021-22. However, the agreement was signed for an undisclosed sum.

Cricket Australia’s chief executive James Sutherland after the announcement said, “We are delighted to conclude this agreement with Sony. They understand the global value of Australian cricket.”

Sony, who succeeded Star India, will also telecast the women’s Ashes series and Big Bash T20 League for both men and women. This will come as a major boost for the Sony Pictures Network after they lost out on the bid for Indian team’s digital and broadcasting right to Vivo earlier this year.

“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 Sony is part of that strategy,” Sutherland was further quoted saying.

Sony Pictures Network India, who is a subsidiary of a Japanese company who has established its market in India with 29 channels broadcasting sports and entertainment.

NP Singh, the CEO of Sony Pictures Network said, “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.”

The CEO further went on saying that goal of Sony India is to create a multi-sport culture by redefining the sports broadcasting landscape. They will also have the right to access from Cricket Australia’s archives and some original production from the newly-built CA Production team.