ARY Digital Network Secures Exclusive Cricket Broadcasting Rights in Pakistan Until 2027
Cricket South Africa has awarded ARY Digital Network exclusive broadcasting rights for all home international matches through 2027. A Sports will cover live broadcasts, analyses, and exclusive content. This agreement coincides with Pakistan’s men’s team tour to South Africa for eight matches, highlighting its significant viewership in the region. The deal was negotiated with IMG, continuing CSA’s push for global audience growth.
The governing body of Cricket South Africa (CSA) has granted exclusive broadcasting rights for all home international matches to ARY Digital Network in Pakistan, extending through the year 2027. Under this agreement, ARY’s flagship sports channel, A Sports, will have the privilege of broadcasting all international fixtures organized by CSA. Coverage will comprise live broadcasts, in-depth analysis, and exclusive behind-the-scenes features. This announcement arrives just ahead of Pakistan’s men’s cricket team, which is scheduled to tour South Africa for a total of eight matches, including two test matches and six limited-overs encounters, throughout December and January. Pakistan has been noted for achieving a ranking of fourth in terms of streaming data from South African cricket, comprising 9.1% of the total global viewership. The agreement was facilitated by the renowned sports marketing agency IMG, which has a longstanding relationship with CSA, managing their international media rights for over three decades. This cooperation follows CSA’s recent deal with Foxtel Group to broadcast its men’s and women’s international matches in Australia, which includes platforms such as Foxtel and Kayo Sports. Rathindra Basu, the Vice President for India & South Asia and pan-regional sales for IMG’s media division, stated, “Pakistan is one of the world’s most passionate cricketing nations. Together with CSA, we’re continuing to deliver increased commercial opportunities for the sport and grow the Proteas’ audience worldwide.” Moreover, it is noteworthy that ARY has also obtained domestic media rights for broadcasting all home international matches of Pakistan until December 2026. Additionally, CSA has recently appointed Dafabet as a new sponsorship partner for its national teams.
Cricket is a sport of immense popularity in both Pakistan and South Africa, with a significant following that extends globally. The collaboration between CSA and ARY Digital Network emphasizes the significance of broadcasting rights in enhancing the reach of the sport. This agreement not only allows for increased commercial opportunities but also seeks to strengthen the audience engagement for the sport through various media platforms. Furthermore, the role of sports marketing agencies, like IMG, highlights the strategic importance of managing international media rights in achieving broader visibility and audience growth for cricketing events.
In conclusion, the exclusive broadcasting rights granted to ARY Digital Network by Cricket South Africa serve to solidify the partnership between these entities, enhancing cricket’s visibility in Pakistan through the A Sports channel. With the upcoming Pakistan tour to South Africa and previous agreements related to broadcasting both international and domestic matches, this deal exemplifies the growing commercial and audience opportunities within the cricketing landscape.
Original Source: www.sportcal.com
