Sony Sports has reportedly extended its broadcast deal with England & Wales Cricket Board (ECB) for another six years for the subcontinent market. Sony’s deal will also include The Hundred, ECB’s franchise tournament. Sony was caught napping as Star Sports struck a blow, acquiring Cricket Australia’s Broadcast rights for whopping 7 years. With IPL and FIFA World Cup not in Sony’s portfolio, England cricket will be the company’s biggest bet in sports broadcast market.
Star Sports’ deal with Cricket Australia saw Sony lose the Ashes, Border-Gavaskar Trophy. Star already has the rights for India cricket team’s home matches besides IPL 2023 and ICC events including T20 World Cup and 50-over World Cup. Inside Sport