ITW Universe partners with FanCode & Sony Sports for India-Afghanistan T20Is

New UpdateITW Universe has entered into long-term media sales partnerships with FanCode and Sony Sports Network for the India-Afghanistan T20I series, scheduled to begin on September 13. The three-match series will be played on September 13, 15 and 17 at the Arun Jaitley Stadium.

FanCode will stream the matches digitally, while Sony Sports Network will broadcast them on television. Alongside the media sales partnerships, ITW Universe will introduce an enhanced broadcast production approach for the series, with support from the Afghanistan Cricket Board and BCCI under the mentorship.

What Happened

Jamie Oakford, an international sports broadcast director who has worked on FIFA World Cup and UEFA events, will lead the production. The broadcast will use advanced camera systems, enhanced replays, immersive visual storytelling and additional perspectives during key moments.

• The partnership with Sony Sports Network builds on the broadcaster's relationship with ITW Universe, which dates back to 2008.

• According to ITW Universe, more than 60% of FanCode's available advertising inventory has been sold ahead of the series.

• Around 70% of the available LTV inventory on Sony Sports Network has also been sold, the company said.

Key Details

The company said the series will be used to combine sports media sales with a technology-led broadcast approach, with a focus on the viewing experience.

• ITW Universe said the production will draw on techniques used in major international sporting events, including football, and adapt them for cricket coverage.

What Reports Say

Coverage of the story so far points to:

• Continued reporting by afaqs! as more details emerge