27th Sports, which is backed by the US-headquartered 27th Investments, has inked a new collaboration with Sri Lanka Cricket (SLC). Following the association, the firm has become the official media and ground rights partner for the AVR Pay Cup three-match bilateral T20I series between India Women and Sri Lanka Women, which commenced on June 23.
The free live streaming of the entire series in the subcontinent has been carried by Fancode India, while teaming up with 27th Sports.
With this association, 27th Sports has initiated its venture into women’s sports, which could potentially open new pathways to a set of more interesting collaborations.
Commenting on the association, Sangeet Shirodkar, CEO, 27th Sports said, “Interest in women’s sport continues to grow. We have seen how women have gained iconic status through the display of exceptional performances. This popularity has been growing and it’s only going to be more progressive and inspiring. The Indian Women’s Cricket team is ushering a new era with an all-format captain which will be interesting for viewers and fans to watch. 27th Sports will be at the forefront of promoting and investing in every such initiative to ensure the growth of women’s cricket worldwide. The International Cricket Council’s (ICC) recently released media rights tender will witness the men’s and women’s rights being sold separately for the first time. SLC is among the first cricket Boards to implement this with bilateral rights carved out separately for women.”
Commercial Director, 27th Sports, Paul Slatter, said, “There’s been a tectonic shift in women’s sport. Perceptions to women’s sports are changing and we at 27th Sports wish to be at the helm of this change. It is only with constant and consistent investments that we can see improvements and development in the women’s sporting arena. 27th Sports pledges to support every women’s sport and be part of this significant movement.”
Ashley De Silva, CEO, Sri Lanka Cricket, said, “We are extremely happy with the entry of 27th Sports as the Media and Ground sponsorship Rights Holder of the India Women’s Tour of Sri Lanka. The company’s association with an important tour like this, I am sure will augur well for the company, going forward.”