HomeNewsCricketIndian Subcontinent

Sony makes long-term commitment to cricket’s T10 League

Media group Sony Pictures Networks India has struck a three-year extension to its rights deal for cricket competition the T10 League.

Having backed last year’s inaugural season of the League, which is hosted in the United Arab Emirates, Sony has now committed to the 2018, 2019 and 2020 editions.

Sony’s rights cover the Indian subcontinent and the Mena region. The 10-over per team league, which is sanctioned by the International Cricket Council, will be broadcast by Sony ESPN and Sony ESPN HD in India, Ten Sports in Pakistan and Ten Cricket in Mena, as well as being streamed live on digital platform SonyLIV.

Shaji Ul Mulk, T10 League chairman, said: “This allows us to take the league to a much-wider audience across the region and helps us promote the format and grow year-on-year.”

The 2018 T10 League will run from November 23 until December 2, with matches held at the Sharjah Cricket Stadium.

Most recent

Uefa will go to market later this year with the rights to the Champions League and Europa League under pressure from Europe’s top clubs to at least maintain the kind of growth it enjoyed in the current cycle. But there are reasons why that will be a massive challenge.

Internet giant Amazon will pay more than public-service broadcaster France Télévisions for a substantially smaller package of rights to the French Open’s 2021-23 cycle.

Chinese social media giant Tencent saw off competition from rival streaming player Youku Tudou to retain the NBA’s digital rights in the country for the 2020-25 cycle at a record-breaking fee, underscoring the strong growth in China’s streaming market in recent years.

The German Bundesliga’s international sales and marketing arm, Bundesliga International, is set for a busy 12 months of media-rights sales as the league approaches the conclusion of deals across the Americas, Asia, Middle East and North Africa.