Cricket South Africa has awarded exclusive broadcasting rights for its home international matches in Pakistan to ARY Digital Network until 2027. The matches will be aired on A Sports, which will provide comprehensive coverage, including live broadcasts and expert analysis. The agreement coincides with Pakistan’s men’s team’s tour to South Africa for eight matches in December and January. This move is part of a broader strategy to enhance cricket’s reach and viewership globally, facilitated by sports marketing agency IMG.
Cricket South Africa (CSA) has entered into an agreement with ARY Digital Network to award exclusive broadcasting rights for all its home international matches in Pakistan until 2027. This collaboration means that all international fixtures hosted by CSA will be aired on ARY’s leading sports channel, A Sports, which will offer comprehensive coverage including live broadcasts, expert analysis, and exclusive behind-the-scenes content. The announcement coincides with the impending tour of Pakistan’s men’s cricket team to South Africa, which is scheduled for December and January, comprising a total of eight matches — two test matches and six limited-overs games. Furthermore, it has been reported that Pakistan ranks fourth in South African cricket streaming figures, accounting for 9.1% of the total global viewership. This deal was facilitated by the prominent sports marketing agency IMG, which has been associated with CSA for the last three decades and is responsible for managing the federation’s international media rights. Rathindra Basu, the Vice President for India & South Asia at IMG, emphasized the significance of Pakistan cricket, stating that the collaboration aims to expand commercial opportunities for cricket and enhance the global audience for the Proteas. In addition, in a related development, ARY Digital Network has also acquired the domestic media rights for all home international matches in Pakistan until December 2026. Additionally, CSA recently announced an agreement with the Foxtel Group for the broadcasting of the national men’s and women’s teams’ international matches in Australia, while revealing the online betting brand Dafabet as its new shirt sponsor. This series of events marks a notable expansion for cricket coverage within Pakistan and showcases the growing partnership between regional broadcasters and international cricket bodies, enhancing fans’ access to the sport they cherish.
The cricket broadcasting landscape has seen significant shifts in recent years, with media rights being a critical aspect of how the sport is consumed globally. The partnership between CSA and ARY reflects the increasingly strategic alliances formed to enhance viewership and access to cricket matches. As cricket gains momentum worldwide, particularly in passionate markets such as Pakistan, broadcasters play a pivotal role in shaping the audience’s experience and engagement with the sport. The collaboration is indicative of the value that international cricket boards place on expanding their audience reach through established media networks.
In summary, the exclusive broadcasting rights agreement between Cricket South Africa and ARY Digital Network signifies an important development in the landscape of cricket media rights, particularly for Pakistani audiences. With extensive coverage planned for CSA’s home international matches through 2027, along with previous agreements concerning domestic matches, this partnership is poised to enhance cricket fans’ viewing experiences. The role of strategic partnerships, as showcased by IMG’s involvement, underscores the importance of commercial opportunities in cricket’s expansion and viewer engagement.
Original Source: www.sportcal.com
