![JMA – Ninja & Deep Jandu [Official MV] Kaptaan](https://i.ytimg.com/vi/-dsfIh319s0/maxresdefault.jpg "JMA – Ninja & Deep Jandu [Official MV] Kaptaan")
SPNI was the only company to bid for the rights, as JioStar, the other competitor, opted out of the e-auction. Star India was the previous media rights holder, having paid roughly $80–90 million for the ACC media rights from 2016 to 2023.
Experts suggest JioStar opted out of the auction because it already owns the media rights to several major cricketing events, including the Indian Premier League (IPL), the International Cricket Council (ICC) tournaments, the Board of Control for Cricket in India (BCCI) matches, Cricket South Africa, and Cricket Australia.
“Acquiring ACC media rights wouldn’t have brought any incremental gains to JioStar on either TV or digital platforms,” said a sports broadcast expert.
The acquisition strengthens SPNI’s cricket portfolio, which already includes media rights for the England and Wales Cricket Board, New Zealand Cricket, and Sri Lanka Cricket.
“This is a major win for us because the ACC media rights include the India-Pakistan games, which are the most sought-after matches. We have made a financially prudent investment, and this property has immense value,” SPNI MD and CEO Gaurav Banerjee told ET.ACC President Jay Shah described the deal with SPNI as a significant milestone for cricket in the region. “The Asia Cup continues to be a cornerstone of cricketing excellence, bringing together the best of the region’s talent,” he said.Banerjee also noted the deal’s potential to enhance SPNI’s TV and digital businesses. He emphasised that India is a market where both TV and digital platforms can coexist and grow.
“We’ve seen the power of live cricket on digital platforms and the continued strength of premium cricket on linear TV. We believe both can grow simultaneously,” he said.
The agreement covers all editions of the Men’s and Women’s Asia Cups across television, digital, and audio platforms. Four editions of the Men’s Asia Cup are scheduled for 2025, 2027, 2029, and 2031, with India expected to host the Asia Cup in 2024.
Banerjee added that SPNI’s cricket calendar, featuring rights to ACC, New Zealand Cricket, England Cricket, and Sri Lanka Cricket, looks strong. Next year, the network plans to showcase India’s tour of England and the Asia Cup.
According to a recent Google-Deloitte report, cricket remains India’s most popular sport, with a fan base of 492 million. Other sports, such as kabaddi (120 million fans), football (85 million), hockey (70 million), and badminton (60 million), are also gaining traction.
