ITW Universe has signed long-term media sales partnerships with FanCode and Sony Sports Network for the upcoming India-Afghanistan T20I series, set to begin on September 13.
The three-match series will be played on September 13, 15 and 17 at the Arun Jaitley Stadium in New Delhi. FanCode will stream the matches digitally, while Sony Sports Network handles the television broadcast. The tie-up with Sony Sports Network extends a relationship with ITW Universe that goes back to 2008.
ITW Universe said more than 60% of FanCode’s available advertising inventory has already been sold ahead of the series, along with around 70% of available LTV inventory on Sony Sports Network.
Yannick Colaco, co-founder, FanCode, said the partnership marks another step in delivering value to fans and advertisers, adding that the strong advertiser response reflects growing demand for premium digital sports inventory that offers scale, engagement and measurable impact.
Rajesh Kaul, chief revenue officer, Sony Sports Network, said the long-standing association with ITW Universe continues with this series, noting that the strong demand underlines cricket’s enduring strength as a platform for audience engagement and brand communication.
Beyond media sales, ITW Universe will roll out an enhanced broadcast production approach for the series, backed by the Afghanistan Cricket Board and BCCI under ICC mentorship. Jamie Oakford, an international sports broadcast director known for his work on FIFA World Cup and UEFA events, will lead production, bringing advanced camera systems, enhanced replays and immersive storytelling techniques adapted from football coverage to cricket.
The series marks ITW Universe’s push to combine sports media sales with technology-led, viewer-focused broadcast innovation.
