ITW Universe has entered into long-term strategic media sales partnerships with FanCode and Sony Sports Network, starting with the upcoming India-Afghanistan T20I series, as the company looks to expand its role in premium sports broadcasting and advertising sales.
The three-match India-Afghanistan T20I series will begin on September 13, with the remaining games scheduled for September 15 and 17 at New Delhi’s Arun Jaitley Stadium. FanCode will stream the series digitally, while Sony Sports Network will broadcast the matches on television.
The tie-up with Sony Sports Network further strengthens a relationship between the two companies that dates back to 2008. Under the renewed partnership, the organisations will focus on providing advertisers with a transparent and value-driven commercial proposition around the cricket series.
ITW Universe said advertiser interest in the FanCode inventory has been strong, with more than 60% of the available inventory sold ahead of the series. The company attributed the response to its focus on transparent pricing, clearly defined value propositions and measurable returns for brands.
Yannick Colaco, Co-Founder, FanCode, said, “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. We look forward to creating an exciting viewing experience for fans while enabling brands to connect with audiences in a meaningful way.”
Television advertising inventory on Sony Sports Network has also attracted strong demand. According to ITW Universe, around 70% of the available LTV inventory for the three-match series has already been sold.
The company said the strong pre-series bookings indicate continued advertiser interest in cricket properties that offer a combination of audience reach and commercial value.
Rajesh Kaul, Chief Revenue Officer, Sony Sports Network, said, “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.”
ITW Universe Signs Strategic Media Sales Deals With FanCode, Sony Sports
