ARY Digital Network Secures Exclusive Cricket Broadcasting Rights in Pakistan Through 2027

Cricket South Africa awarded ARY Digital Network exclusive rights to broadcast all home international matches until 2027. The agreement includes live broadcasts and analyses across various platforms, coinciding with Pakistan’s men’s cricket team’s tour to South Africa. The deal reinforces Pakistan’s significant viewership in South African cricket, and was facilitated by IMG, which has a long history of managing CSA’s media rights.

Cricket South Africa (CSA) has granted exclusive broadcasting rights for all its home international cricket matches to ARY Digital Network in Pakistan, covering the period up to 2027. This partnership ensures that CSA’s international fixtures will be aired on ARY’s flagship sports channel, A Sports, which will provide comprehensive coverage. This will include live broadcasts, detailed analyses, and exclusive behind-the-scenes content. The announcement coincides with the scheduled tour of South Africa by the Pakistan men’s cricket team, which will see them engage in a total of eight matches, comprising two test matches and six limited-overs encounters, throughout December and January. Pakistan currently holds the fourth position in terms of streaming figures for South African cricket, contributing to 9.1% of the global viewership, as reported. The agreement was facilitated by IMG, a leading sports marketing agency that has a longstanding relationship with CSA, having managed its international media rights for the last three decades. Moreover, CSA recently entered into a broadcasting deal with the Foxtel Group to showcase its men’s and women’s international matches on Foxtel and Kayo Sports in Australia. Rathindra Basu, Vice President for India & South Asia at IMG, expressed confidence in the partnership, stating that “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.” Last month, ARY was also awarded the domestic media rights for all international matches hosted in Pakistan until December 2026. Additionally, CSA recently announced Dafabet as a new sponsorship partner for its national teams.

Cricket holds a significant position in both Pakistan and South Africa, with passionate fan bases that engage intensely with international matches. The partnership between CSA and ARY Digital Network underscores the increasing commercial relevance of cricket in various markets, particularly in connection to viewership in Pakistan. The agreement is indicative of CSA’s strategy to expand its audience profile while simultaneously ensuring that Pakistani fans have access to live cricket content. The involvement of IMG, a reputable sports marketing agency, highlights the strategic importance of these broadcasting deals as they navigate the complexities of international media rights in cricket.

In summary, the exclusive broadcasting rights awarded to ARY Digital Network by Cricket South Africa signify an important milestone in promoting cricket to Pakistani audiences. With comprehensive coverage planned for the next few years, both organizations aim to build upon the existing fan engagement and commercial opportunities within the sport. These developments reflect the growing importance of strategic partnerships in sports media rights, which play a pivotal role in enhancing viewership and supporting the growth of cricket globally.

Original Source: www.sportcal.com