Sony Culver Max (Sony Sports) has won a major cricket broadcasting deal by securing the Asian Cricket Council (ACC) media rights for 2024-31. The company will pay US$170 million (Rs 1435 crore) for these rights, which is 70% more than what Disney-Star paid in the previous deal (US$100 million). Surprisingly, Sony was the only company that showed up for the bidding process, even though Jio-Disney was expected to participate.
Massive news for Sony Sports!
The deal gives Sony the rights to show all ACC events, including the Asia Cup for both men and women, along with Under-19 and emerging teams’ tournaments. Four senior men’s Asia Cups are expected to take place during this period, making it a valuable purchase for Sony’s sports broadcasting business.
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India vs Pakistan showdown
One of the biggest benefits for Sony will be showing India versus Pakistan matches. The ACC now usually plans Asia Cups so that India and Pakistan play each other at least twice in the group stages. These matches are extremely popular and attract millions of viewers, which means Sony can earn significant money from advertising. If both India and Pakistan manage to qualify for the finals, there you have the third game in a matter of one tournament. Meanwhile, there’s ongoing discussion about the ICC Champions Trophy 2025, which is scheduled to be held in Pakistan. This tournament is facing uncertainty because of questions about whether India will play in Pakistan. Pakistan, meanwhile, remain firm that they won’t entertain ICC Champions Trophy in a hybrid model.
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