Why India vs Afghanistan T20I media rights went for less than one previous match’s value
Mumbai: The three-match India-Afghanistan T20I series to be played in Delhi next month will be aired by Sony and Fancode. In a deal struck by ITW Universe, Afghanistan Cricket Board’s (ACB) global consulting partners, TV rights were sold to Sony on Thursday. Afghanistan's Rashid Khan…
Mumbai: The three-match India-Afghanistan T20I series to be played in Delhi next month will be aired by Sony and Fancode. In a deal struck by ITW Universe, Afghanistan Cricket Board’s (ACB) global consulting partners, TV rights were sold to Sony on Thursday.
That’s significantly higher revenue than what they garner from any other bilateral series. It reiterates the bankable nature of an India series for every other ICC member board that does not enjoy a long-term media partner.
What Happened
For Afghanistan, a helping hand from the Board of Control for Cricket in India (BCCI) serves them perfectly - this being a golden opportunity to make India their adopted home in a series against World Cup winners. Although the dates allotted for.
Afghanistan's Rashid Khan tosses the ball in the air as he prepares to bowl during the third ODI cricket match between Afghanistan and India in Chennai, India, Saturday, June 20, 2026.
(AP Photo/Mahesh Kumar A.) (AP Photo/Mahesh Kumar A.)The collective media rights value across verticals will fetch the ACB in the range of $2 million per match, HT understands.
With three matches being staged in the capital at prime time, nearly 90% of the on-ground sponsorship and activation inventory has been sold a month away from the series, even though the announcement was.
Key Details
Shift the frame of reference to the media rights numbers, for what is equivalent of an India home bilateral series, these come across as a bargain buy for the broadcasters.
JioStar shelled out ₹68 crore per match for Afghanistan’s recent series in India as part of their 2023-28 BCCI rights property.
In the previous cycle (2018-22), the per match value for BCCI bilateral rights was ₹60 crore.
In the upcoming series, the TV and digital rights collectively account for a similar sum ($6 million, ₹57 crore) for the entire series.
Why It Matters
He has been covering cricket, the governance and business side of sport for close to two decades.
And although economics of long-term contracts work differently where media rights are acquired with marquee matches in mind, BCCI would take their lessons in structuring their bilateral bouquet right in the next cycle.
What Reports Say
Coverage of the story so far points to:
Continued reporting by Hindustan Times as more details emerge
