ITW Universe Secures Sales Deal with FanCode and Sony Sports for India-Afghanistan T20Is
ITW Universe partners with FanCode and Sony Sports Network for media sales during the India-Afghanistan T20I series, featuring tech-led broadcast upgrades.
Sandhya
Strategic Media Alliances and High Inventory Demand
ITW Universe has inked media sales partnerships with streaming platform FanCode and television network Sony Sports Network for the upcoming three-match T20I series between India and Afghanistan. The fixtures are scheduled for September 13, 15, and 17 at New Delhi's Arun Jaitley Stadium, with FanCode streaming digitally and Sony Sports handling TV broadcast duties.
The agreement builds on a long-standing association between ITW Universe and Sony Sports Network that dates back to 2008. Ahead of the opening fixture, commercial interest has translated into strong ad sales: over 60% of FanCode's digital ad inventory and roughly 70% of Sony Sports Network's LTV inventory have already been locked in.
Industry Leaders Bet on Commercial Scale and Reach
Executives from both media partners highlighted the commercial and viewer-facing value of the agreement.
"FanCode has been at the forefront of shaping the digital sports viewing experience in India, and our partnership with ITW Universe for the India-Afghanistan T20I series is another step towards delivering greater value to both fans and advertisers. The strong advertiser response to the series reflects the growing appetite for premium digital sports inventory that combines scale, engagement and measurable impact." — Yannick Colaco, Co-founder, FanCode
"Sony Sports Network’s association with ITW Universe goes back many years, and we are pleased to continue this relationship for the India-Afghanistan T20I series. The strong demand reflects the enduring strength of cricket as a platform for audience engagement and brand communication. Our focus remains on delivering a compelling broadcast experience for viewers while creating a high-quality and value-led environment for our advertising partners."— Rajesh Kaul, Chief Revenue Officer, Sony Sports Network
Global Production Standards Come to Cricket Broadcasts
Alongside commercial rights management, ITW Universe is introducing an upgraded broadcast production framework for the series. Supported by the Afghanistan Cricket Board and the BCCI under ICC mentorship, the project aims to integrate global sports broadcasting techniques into cricket coverage.
Leading the production team is international broadcast director Jamie Oakford, whose past credentials include FIFA World Cup and UEFA events. The coverage will feature advanced camera setups, enhanced replays, and immersive visual techniques modeled on top-tier global sports broadcasts to enhance the overall viewer experience.
