Sony renews broadcast deal with Abu Dhabi T10 for third consecutive year

MUMBAI: Sony Pictures Networks India (SPNI) has joined with Abu Dhabi T10 as their official broadcast partner for the third consecutive year, to bring the unique cricket extravaganza to a worldwide viewership of nearly a billion fans.

All twenty-nine Abu Dhabi T10 matches will be telecast live on Sony Pictures Network India’s massive viewer base of 700 million on Sony Six and Sony Ten 3 channels. In addition to this, SonyLIV and Jio TV will allow another 300 million viewers to live-stream the tournament on their mobile phones through their OTT platforms, bumping potential viewership numbers for the event to truly astronomical levels.

SPNI Chief Revenue Officer, Distribution and Head – Sports Business Rajesh Kaul said, “Cricket dominates the viewership in India and our aim is to serve the interests of our viewers. The T10 League is extremely engaging and its fast-paced format has attracted a loyal following across demographics since its inaugural edition on Sony Pictures Networks in 2017. The T10 League is considered the latest avatar of the most-watched sport in the country and this edition awaits a higher degree of thrill and excitement with the inclusion of some of the biggest names in the sport.”

The move comes as the next strategic step in positioning the Abu Dhabi T10 franchise as a truly world-class sporting spectacle, after moving to the United Arab Emirates capital and forging key partnerships with local government entities there.

The prime mover behind the deal and the originator of the only ICC-sanctioned ten-over cricket league in the world, T10 Sports Management Chairman Shaji Ul Mulk, spoke glowingly about the significance of ten-over cricket and the new broadcast partnership.

“This is a very fast format and I’m sure children will take a liking towards the league. It is like watching a football match, the action is over in 90 minutes and there is a lot of drama and entertainment. It is the next big thing in the world of cricket. As the format gathers more fans, we want to make sure that no one is left disappointed and so we have partnered with Sony Pictures Networks India and Jio to telecast the cricket extravaganza live on their platforms,” he stated.

In addition to its massive subscriber base, Sony Pictures Networks India brings broadcast expertise and strong credentials to its part of the deal. The network is the premier destination for cricket in India, with rights to eight international cricket boards including England and Wales Cricket Board and was also the official broadcaster of the recently concluded Ashes.

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