Karachi( The COW News Digital)In a major broadcasting development, Pakistan’s state-owned television network has successfully secured the media rights for Asian cricket tournaments in the country for a reported $5.2 million — approximately PKR 1.5 billion. The deal spans the 2025–2027 cycle and includes two Men’s Asia Cups.
According to sources, this agreement marks a significant moment for Pakistani sports media, especially as the demand from Sony India, the original rights holder, was reportedly $12 million for the same package. However, none of the three major private broadcasters in Pakistan were willing to match that figure, citing low market returns on high investment.
The upcoming Men’s Asia Cup will be played in the UAE from September 9 to 28, featuring 19 matches. If Pakistan reaches the final, fans could witness up to three high-voltage Pakistan-India clashes, potentially boosting viewership significantly.
Sony India had originally purchased the Asian Cricket Council’s (ACC) eight-year global media rights — covering 2024 to 2031 — for $170 million (approximately PKR 47.26 billion). This includes rights to four men’s and four women’s Asia Cups, as well as emerging tournaments, totaling 119 matches.
Within that framework, Pakistan typically accounts for about 25% of the ACC’s total media value, translating to an estimated $42.5 million share over the contract period. Notably, digital media rights in Pakistan have already been sold separately.
The market dynamics in Pakistan made it challenging for broadcasters to commit to Sony’s high asking price. Despite initial discussions around forming a consortium, no private channels could reach a deal. However, in a strategic move, PTV stepped in to acquire the broadcasting rights, ensuring local audiences won’t miss major regional cricket events.
Meanwhile, Sony continues negotiations with two private Pakistani channels, which may still collaborate to obtain a partial or shared broadcast package. The Indian broadcaster is reportedly aiming to recover at least $5 million from the Pakistani market.
Cricket continues to be a major unifier and commercial driver across South Asia, and securing affordable access to high-profile tournaments like the Asia Cup remains vital for national broadcasters and fans alike.
