India’s top premium sports broadcasting network, Sony Sports Network has announced a new campaign, ‘Festival of Sports’, which will feature an unparalleled line-up of marquee cricket and multi-sport action from August 15 to December 1, 2026.
The campaign, which features the Indian cricket teams in high-stakes international tournaments, the best athletes from throughout Asia battling for continental glory, and some of the biggest personalities in women’s sport, combines an action-packed athletic calendar into one enormous, continuous celebration. Every boundary, breakthrough, record, and medal-winning moment on Sony Sports Network and Sony LIV will heighten the holiday spirit.
The ‘Festival of Sports’ starts with India’s much-anticipated Tour of Sri Lanka, which includes two key Test matches as the squad prepares for the ICC World Test Championship Final in 2027. The attention then shifts to women’s cricket, with the coveted Women’s T20 Asia Cup 2026 featuring the continent’s top teams vying for dominance.
The celebration will reach a stunning climax during the Aichi-Nagoya 2026 Asian Games, when India’s top athletes compete against Asia’s best on one of the world’s largest multi-sport platforms. The Indian men’s and women’s cricket teams will also compete at the Games, aiming to defend their historic gold medals from the previous edition.
The sports fiesta will continue in October and November with India’s massive all-format visit to New Zealand. With five T20Is, five ODIs, and two Test matches, the tour promises exciting rivalries, high-intensity play, and numerous spectacular moments to round off the ‘Festival of Sports’.
Sony Sports Network will bring the festive mood to life with a comprehensive on-air and digital campaign, showcasing the emotion, pride, and shared experience that unites supporters every time India takes the pitch. With a calendar that includes cricket and multi-sport competition, Sony Sports Network and Sony LIV will host India’s largest sports celebration this holiday season.
Rajesh Kaul, Chief Revenue Officer and Business Head, Sports and International, Sony Pictures Networks India, said, “Festivals and sport share a remarkable ability to bring people together. With ‘Festival of Sports’, we are combining these two powerful passions through an exceptional line-up featuring India’s biggest cricketing contests, the grandeur of the Asian Games and the growing strength of women’s sport. From August through November, fans will have countless moments to cheer, celebrate and experience together. Across Sony Sports Network and Sony LIV, our endeavour is to make every match, every medal and every Indian triumph an integral part of the country’s festive celebrations.”
