MUMBAI: This is one player who is not going to be kept out of the game. Sony Pictures Networks India (SPNI - Culver Max Entertainment Pvt Ltd) has pocketed the exclusive media rights for Asian Cricket Council’s (ACC’s) tournaments for the period 2024-2031. The amount is a 70 per cent jump over the previous rights deal, clearly highlighting the growing global stature and appetite for ACC Asia Cup tournaments.
According to reports, the tender released in September by the ACC, had set a base price at $170 million for the rights, almost double of what Star India had paid in the previous rights cycle.
The deal encompasses all editions of the men’s and women’s Asia Cups, men’s and women’s Under-19 Asia Cups, and the men’s and women’s Emerging Teams Asia Cups. The partnership ensures comprehensive and innovative coverage of Asian cricket’s marquee tournaments across television, digital, and audio platforms.
A press release issued by SPNI and ACC says that the latter’s vision for Asian cricket is inclusive and forward-thinking. The partnership with SPNI not only secures high-quality coverage for the ACC’s flagship tournaments but also provides the financial resources necessary to drive development programs across all member nations.
With SPNI’s extensive broadcasting expertise and the ACC’s commitment to growing the game, this partnership is poised to set new benchmarks for cricket in Asia and beyond. 
“This media rights deal is a significant milestone for the ACC Asian and cricket across the region. The Asia Cup continues to be a cornerstone of cricketing excellence, bringing together the best of the region’s talent,” said ACC president Jay Shah. “With SPNI as our new media partner, we are confident in their ability to deliver world-class coverage and an immersive viewing experience for fans worldwide.
With Sony’s extensive expertise in the broadcasting industry, we are excited to embark on this new partnership. Sony’s expertise and innovative approach promise to bring a fresh perspective to the coverage of Asian cricket, reaching new audiences and setting new benchmarks.
The substantial increase in rights value will enable the ACC to channel significant resources into grassroots programs, infrastructure development, and talent pathways, especially for associate nations. This collaboration will drive the continued growth of cricket across Asia and ensure its vibrant future.”
"Congratulations to the ACC for conducting a fair and transparent bidding process for the rights to the ACC tournaments!” said SPNI’s MD & CEO Gaurav Banerjee. “We are delighted to bring these action-packed tournaments, which will also include India and Pakistan matches, to our viewers for the next 8 years. ACC tournaments have created unforgettable moments and set the stage for the most intense Asian Cricket rivalries. We eagerly look forward to sharing the thrill and spirit of these matches with cricket fans."
ACC, had in the last fortnight awarded the exclusive commercial sponsorship rights for all ACC Asia Cup tournaments to TCM Sports Management (TCM), deepening its decade long relationship with the ACC. It gave the marketing agency sole rights over on-ground advertising and sponsorships for men’s and women’s Asia Cup tournaments until 2031. The sponsorship package would grant TCM title and official sponsorship rights, positioning TCM to shape the branding landscape for ACC events.
