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TEN Sports to sponsor, broadcast Sri Lanka cricket

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | March 04, 2014
This is a seven-year deal ending in March, 2020. Apart from English, TEN Sports will also broadcast the matches in Hindi and other regional languages.

Ten Sports

Rajesh Sethi

Sri Lanka Cricket Board (SLC) and TEN Sports (a sports channel from ZEEL) have tied up for seven years for broadcast of SLC's international cricket matches. The deal will run through till March 2020, and includes multi-platform media and sponsorship rights globally.

Through its network of international affiliates and other broadcasters worldwide, content will be distributed in more than 100 countries. Apart from English, TEN Sports will also broadcast the matches in Hindi and other regional languages.

TEN Sports will be the host broadcaster for Sri Lanka cricket and will be responsible for ensuring consistent and high level production. It will also focus on digital engagement, branding and promotion of Sri Lanka cricket to improve viewer experience.

Rajesh Sethi, CEO, Ten Sports, says, "We have shared a very strong relationship with the Sri Lanka Cricket Board over the past decade. The exciting cricket action will be available during prime time, making it a very interesting proposition for fans and advertisers alike."

TEN Sports currently holds rights for four cricket boards, which includes South Africa, Sri Lanka, Zimbabwe and West Indies. It holds long term rights for WWE, UEFA Champions League, French League 1, US Open Tennis, ATP and WTA, and Capital One Cup, European Tour and Asian Tour Golf, among other exciting properties. TEN Sports will also telecast Asian Games and Commonwealth Games this year.

Sethi adds that the channel will work closely with Sri Lanka Cricket Board and invest in production and marketing to ensure that Sri Lanka cricket reaches its full potential.

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