MUMBAI: The Reliance-controlled Viacom18 network has bagged the exclusive TV and digital rights for the Abu Dhabi T10.
The cricket tournament will premiere from 19th November live on Colors Cineplex SD (Hindi), Colors Cineplex HD (English), Rishtey Cineplex (Hindi), Voot and Jio.
The 8 teams that will be a part of the Abu Dhabi T10 represent 20 nations and include cricketing legends like Irfan Pathan, Yusuf Pathan, Shahid Afridi, Muhammad Amir, Eoin Morgan, David Miller, Dawid Malan, Faf Du Plessis, Jason Roy, Chris Gayle, Dwayne Bravo, Kieron Pollard, Colin Munro, Babar Azam, Wahab Riaz, Imran Tahir and many more.
Facilitated by RIL’s sports management firm RISE Worldwide, Viacom18 has sealed a multiyear partnership with Abu Dhabi T10.
The 2021 edition of Abu Dhabi T10, which is sanctioned by ICC and licensed for ten years by Emirates Cricket Board, will play out over 34 matches.
It bears noting that in 2018 also, when Viacom18 picked up the rights for the tri-nation Nidahas Trophy T20 tournament, the series was showcased on Rishtey.
Speaking about the partnership Nina Elavia Jaipuria, head – Hindi Mass Entertainment and Kids TV Network, Viacom 18 said: “Sporting events have always attracted a wide spectrum of audiences and we have been successfully experimenting with sports content on our network. The Abu Dhabi T10 collaboration is a bold step in further enhancing our sports content mix and we are hopeful it will help us expand our viewer and sponsor base.”
Rohan Lavsi, Business head – Hindi Movies Cluster, Viacom18 added, “We are excited to bring to our extensive cricket fanbase in India the unique, snackable, high-energy T10 format. It is our vision and constant endeavour to present our viewers with an unmatched entertainment experience that doesn’t require an episodic commitment. Movies and sports fit this vision and in that sense are quite complimentary as a variated content mix. This belief has been validated by both our viewers and advertisers as we witnessed significant uptakes whenever we have showcased sports – be it the NIDAHAS Trophy or the RSWS.”
