The Asian Cricket Council (ACC) has set a base price of USD 170 million for the media rights to the prestigious Asia Cup, along with several other major regional cricket tournaments, for the rights cycle from 2024 to 2031. The package includes global television, digital, and audio rights for events such as the Men’s and Women’s Asia Cup, along with youth and emerging team competitions. The auction, scheduled for November 1, 2024, will be conducted via an e-auction process, with broadcasters like Viacom18 and Disney Star among the key potential bidders amid ongoing merger talks.
ACC’s Ambitious Media Rights Package for the Asia Cup
The Asian Cricket Council (ACC) has set an impressive base price of USD 170 million for the media rights to the Asia Cup, aiming to attract major broadcasters from around the world. The rights package spans global television, digital, and audio rights, covering key events such as the Men’s and Women’s Asia Cups, along with under-19 and emerging teams’ tournaments. This all-encompassing offering underscores the ACC’s intent to maximize the visibility of Asian cricket over the next eight years.
At the heart of this package is the flagship event, the Men’s Asia Cup, scheduled from 2024 to 2031. Over four editions, this tournament will alternate between T20 and ODI formats, with India, Bangladesh, Pakistan, and Sri Lanka set to host. With 13 matches per edition, the India-Pakistan encounters are expected to generate substantial revenue for broadcasters, given their global viewership and intense rivalry. The upcoming edition in 2025 will be held in India, promising a T20 spectacle.
E-Auction Process and Broadcast Uncertainty
The ACC has opted for a transparent e-auction to determine the winner of the media rights, with technical bids to be submitted in Dubai by October 30. This process has gained widespread acceptance for its fairness and clarity, providing a level playing field for interested broadcasters. The rights period includes not only men’s tournaments but also three editions of the Women’s Asia Cup, signaling the ACC’s commitment to growing women’s cricket.
However, a key point of intrigue leading up to the auction is the participation of broadcasting giants like Reliance-backed Viacom18/Jio Cinema and Disney Star. With a merger between these two companies on the horizon, it remains uncertain whether they will submit separate bids or pool their resources. This impending merger adds an extra layer of anticipation to the auction, as the outcome could reshape the broadcast landscape for cricket in Asia.
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