The media broadcasting unit, Sony Pictures Networks has reportedly signed a partnership renewal with the England and Wales Cricket Board (ECB) in the Indian subcontinent. The renewal has been signed for the next six years.
The initial association was inked between the two parties in 2018 for four years. Every fixture in England was telecasted by Sony in India between 2018-22.
Apart from the international matches, the 100-ball tournament, The Hundred, has also been included in this partnership extension.
The media baron made sure this time that it manages to retain the rights. In July, Sony lost the media rights of Cricket Australia (CA) in the subcontinent to Star Sports. CA inked a seven-year association with Star. The addition of CA’s international and domestic fixtures was a great addition to Star’s supreme portfolio, which already includes, India’s home fixtures, Indian Premier League (IPL), and the International Cricket Council (ICC) events.
After losing out on rights to Australia’s cricket fixtures, the silver lining for Sony was the acquisition of media rights to Commonwealth Games (CWG) 2022 and World Athletics Championships 2022.
Sony will also cover the upcoming India tour of Zimbabwe, which consists of three ODIs and will take place between August 18-August 22.