Asian Cricket Council (acc) has signed a media rights deal with Sony Pictures Networks India (SPNI), also known as Culver Max Entertainment Private Limited, for the period 2024-2031. The deal includes broadcast and digital rights to all ACC tournaments for the next eight years.

This deal reportedly covers tournaments such as the Men’s and Women’s Asian Cup, the Men’s and Women’s Under-19 Asian Cup and the Men’s and Women’s Emerging Teams Asia Cup. SPNI will provide coverage across television, digital platforms and audio services.

“This media rights agreement is a significant milestone for the Asian Cricket Council and for cricket across the region. The Asia Cup continues to be a cornerstone of cricketing excellence, bringing together the best of the region’s talent. With Sony Pictures Networks India as our new media partner, we are confident in their ability to deliver world-class coverage and an immersive viewing experience for fans around the world. With Sony’s extensive experience in broadcasting industrywe are excited to embark on this new partnership. Sony’s expertise and innovative approach promise to bring a new perspective to Asian cricket coverage, reaching new audiences and setting new benchmarks. The substantial increase in entitlements will enable the ACC to channel significant resources into core programmes, infrastructure development and talent pathways, particularly for associated nations. This collaboration will drive the continued growth of cricket in Asia and ensure its vibrant future,” said Jay Shah, President, ACC.

The value of the new media rights deal represents an increase of over 70% over the previous cycle. The ACC indicated that the agreement will support its initiatives to promote cricket development programs in member countries.

The ACC said the partnership aligns with its aim to expand the reach of cricket in Asia. The organization plans to use the resources from this deal to support its member countries in building infrastructure and developing talent.

SPNI, with its vast experience in broadcasting, will handle the distribution of these tournaments to the cricket audience on its platforms. The company’s role is expected to facilitate wider access to cricket events in Asia and internationally.

On SPNI taking over media rights for ACC tournaments (2024 -2031), SPNI MD & CEO Gaurav Banerjee said, “Congratulations to ACC for conducting a fair and transparent bidding process for ACC tournament rights! We are excited to bring these action packed tours which will also include India and Pakistan matches, to our viewers for the next 8 years. The ACC tournaments have created unforgettable moments and set the stage for the most intense rivalries in Asian cricket. We look forward to sharing the excitement and spirit of these matches with cricket fans.”

This deal underlines the growing popularity of ACC-managed cricket tournaments and the growing value placed on media rights within the sport.