Pakistan Super League included in three-year broadcast partnership.
- PCB adds latest overseas rights deal to contracts with Sky Sports in the UK and SuperSport in South Africa
- Flurry of sponsorship deals signed as South Africa begin first visit to Pakistan since 2007
Pay-TV broadcaster Sony Pictures Networks has agreed a three-year partnership with the Pakistan Cricket Board (PCB) covering its home international matches and the Pakistan Super League (PSL) annual Twenty20 competition across the Indian subcontinent.
The contract covers the 2021 to 2023 period and comes amid a flurry of deals for the PCB. The national cricket body has recently signed broadcast contracts with Sky Sports in the UK, Sky New Zealand, Willow TV in North America, Flow Sports in the Caribbean and Supersport in sub-Saharan Africa.
Last September the PCB agreed a three-year domestic rights deal with state broadcaster PTV, which the governing body claimed is worth more than US$200 million, alongside a cable distribution contract with I-Media Communication Services.
While Disney-owned pay-TV network Star India currently has the domestic rights to the Indian national team’s matches and the Indian Premier League (IPL), as well as International Cricket Council (ICC) tournaments, Sony’s focus is on overseas cricket rights. The PCB joins Cricket Australia, the England and Wales Cricket Board (ECB) and Sri Lanka Cricket in Sony’s portfolio of cricket broadcast contracts.
Sony’s deal will start with coverage of the South African series on 26th January. The two Test matches and three one-day internationals are the first games between the two countries in Pakistan since 2007. Having played the majority of its ‘home’ series in the United Arab Emirates since the 2009 terror attack, Pakistan only resumed hosting Test series in the last 18 months with the visits of the West Indies and Bangladesh.
On the sponsorship side, the PCB has also announced deals with Brighto Paints, covering the upcoming series against South Africa, and Pepsi, covering the Pakistan women’s cricket team.
Bank Al-Falah has agreed a deal to take on presenting rights to the South Africa tour. Itel Mobile and digital sports outlet Sky247.net will be series co-sponsors, while clothing retailer J. and Inverex Solar Energy will be associate sponsors.
Sky247.net’s rights include title sponsorship of the T20 series, with Itel Mobile serving as the presenting partner for the three matches.
Tapal Tea and hygiene brand Lifebuoy have also both signed one-year lower tier deals with the PCB that include the South Africa tour.