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The International Cricket Council (ICC) has extended its broadcast and digital rights agreement with SuperSport, allowing the South African-based pay-TV network to air the global cricket body’s events in 52 continental territories.
Confirmed:
- New eight-year extension covers men’s Cricket World Cup until the end of 2031
- Deal covers all matches of 12 men’s senior events for the contract’s duration
- SuperSport will also show every match from the next four years of women’s international events
- All men’s and women’s Under-19 World Cups up to the end of 2031 are covered as part of the deal
Context:
SuperSport has broadcast ICC events across its African territories since 2007 and has established itself as a major cricket broadcaster. It also airs the majority of South Africa’s national team matches and has an equity stake as the broadcast partner for the new SA20 Twenty20 franchise competition. The recent Women’s T20 World Cup held in South Africa drew tremendous domestic interest, with a 790 per cent increase in fans tuning in to watch the tournament compared to the 2020 edition.
Comment:
“There is a real opportunity for more fans to engage with ICC events and enjoy cricket across the 52 territories,” said Geoff Allardice, ICC chief executive. “Following the hugely successful ICC Women’s T20 World Cup 2023 and the legacy left for women’s cricket in South Africa, I am confident that this strategic partnership will play a major part in building the momentum for women’s sport in the region too.”
Coming next:
South African cricket fans can currently watch the Indian Premier League (IPL) on SuperSport after the network agreed a sub-licensing deal with Viacom18, the competition’s territorial broadcast partner.
