Banijay Asia teams up with Sporting Beyond to revolutionise cricket entertainment

This move aligns with Banijay's recent launch of Banijay Sports, highlighting its strategic focus on expanding in the sports entertainment and digital space.

Banijay Asia, a part of Banijay Group, the world’s largest independent content producer, has announced its partnership with Sporting Beyond, a sports marketing agency.

The collaboration is aimed at shaking up the world of cricket entertainment and will see the two companies develop innovative content and live events.

This move aligns with Banijay’s recent launch of Banijay Sports, highlighting its strategic focus on expanding in the sports entertainment and digital space.

Deepak Dhar, Founder and Group CEO of Banijay Asia and EndemolShine India, commented, “This partnership is a pivotal step in reinforcing our newly established sports and live events vertical. Our ambition to dominate the sports content entertainment space has never been clearer. By merging Ravi’s extensive cricket expertise with our innovative content creation capabilities, we aim to deliver unparalleled cricket entertainment experiences. This collaboration with Sporting Beyond will craft a new and unique narrative in cricket entertainment in India, and across the globe.”

Commenting on the partnership, Ravi Shastri, Founder and Director – Sporting Beyond, added, “My journey in sports and my passion for cricket has always been about pushing the boundaries. Partnering with Banijay Asia is a thrilling new chapter that allows us to blend cricket with entertainment in unique and exciting ways. We are excited to bring our experience to the table and together, aim to captivate the audiences like never before.”

A part of the world’s largest production company, Banijay Asia is a major player in Asian entertainment. Launched in 2018, the media company creates content across genres, from scripted dramas like Roar of The Lion, The Kapil Sharma Show, Master of Taste with Gary Mehigan, Hostages, and The Voice India to name a few.

Ravi Shastri, along with Papia Pradeep Guha and Jaiveer Panwar, co-founded Sporting Beyond. The company focuses on the business side of sports, offering a wide range of services. The marketing agency connects brands with sporting opportunities and helps athletes with endorsements and representation. The agency also advises on sports investments and creates live events.

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