In a significant development, Sony Pictures Networks India (SPNI), owned by Culver Max Entertainment, has secured the Asia Cup broadcasting rights for the 2024-2031 period, beating the Mukesh Ambani-backed Jio-Star Network. The deal, valued at $170 million, covers all editions of the Men’s and Women’s Asia Cups, the Under-19 Men’s and Women’s Asia Cups, and the Men’s and Women’s Emerging Teams Asia Cups.
M-Junction conducted the e-auction, and the bidding process saw a 70% increase over the previous deal, which sold for $100 million for the 2016-2023 period. Sony’s acquisition ensures they will broadcast the Asia Cup across their linear TV channels and the SonyLiv OTT platform. The package also includes at least eight highly anticipated India-Pakistan matches, with a possibility of more depending on tournament progress.
Jio-Star, the previous holder of the rights, had been a strong contender to retain them but unexpectedly stayed out of the auction at the last moment despite initially indicating interest. The decision raised some questions, as many expected Jio-Star to bid aggressively to maintain control of the prestigious tournament’s broadcasting rights.
With this win, Sony now holds the broadcasting rights for several major cricket tournaments, including England Cricket, New Zealand Cricket, Sri Lanka Cricket, and the Asia Cup. As a result, this marks a major expansion of their cricket portfolio. Moreover, the deal ensures that Sony will continue to play a prominent role in the Indian and global cricket broadcasting landscape for the next eight years.
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