The Hindustan Times reported that the bids are expected to be opened within a day, raising the possibility of a significant broadcast windfall from a standalone T20I. As per a report in The Hindustan Times, Netflix, Amazon, YouTube and DAZN are among the platforms that have shown interest in the global broadcast rights for the one-off match at the Sano International Cricket Ground in Tochigi. India’s historic T20I assignment against Japan is turning into a major commercial opportunity, with some of the biggest names in global streaming reportedly circling the rights for the September 22 fixture.
The prospect of Netflix entering the live cricket market has added another layer to the interest surrounding a match that, on paper, would appear heavily one-sided. India are the reigning T20 World Cup champions, while Japan are ranked 41st in the format. The match will begin at 9.30am IST on Tuesday, September 22, meaning it does not occupy a conventional prime-time television slot for Indian viewers. India and Japan will meet for the first time in a men’s T20I, with the Suzuki Cup also serving as the opening event of celebrations marking 75 years of diplomatic relations between the two countries. The fixture is part of ‘Sport 75’, an initiative designed to strengthen sporting and people-to-people exchanges between India and Japan.
Bhairav Shanth, co-founder of ITW Universe, which holds the global production, broadcast, distribution and marketing rights for the match, said the interest from major streaming companies validates the decision to create a different kind of cricket property. “When a unique fixture like India versus Japan also draws serious attention from some of the biggest names in global streaming including platforms for whom live cricket would be an entirely new chapter it validates the opportunity we saw in the property,” he said.
“Bringing the Indian cricket team to Japanese soil for this historic T20I is a defining milestone for the growth of cricket in Japan. The encounter represents an attempt to take cricket into a market where the sport remains relatively unfamiliar, while giving global broadcasters and brands a chance to test the value of a very different cricket proposition. The Indian team, led by Shreyas Iyer, will therefore enter the Japan fixture with more than just match practice in mind.
It will inspire a whole new generation of cricket enthusiasts in our country,” Miyaji said.
