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Abu Dhabi T10 & Sony Pictures Networks India to capture massive global audience
MUMBAI: Sony Pictures Networks India (SPN) has joined with Abu Dhabi T10 as their official broadcast partner for the third consecutive year to bring the unique cricket extravaganza to a worldwide viewership of nearly a billion fans.
All twenty-nine Abu Dhabi T10 matches will be telecast live on Sony Pictures Network India’s massive viewer base of 700 million on Sony Six and Sony Ten 3 channels. In addition to this, SonyLIV and Jio will allow another 300 million viewers to live-stream the tournament on their mobile phones through their OTT platforms, bumping potential viewership numbers for the event to truly astronomical levels.
Sony Pictures Networks India, chief revenue officer, distribution and head – sports business Rajesh Kaul said, “Cricket dominates the viewership in India and our aim is to serve the interests of our viewers. The T10 League is extremely engaging and its fast-paced format has attracted a loyal following across demographics since its inaugural edition on Sony Pictures Networks in 2017. The T10 League is considered the latest avatar of the most watched sport in the country and this edition awaits a higher degree of thrill and excitement with the inclusion of some of the biggest names in the sport.”
The move comes as the next strategic step in positioning the Abu Dhabi T10 franchise as a truly world-class sporting spectacle, after moving to the United Arab Emirates capital and forging key partnerships with local government entities there.
The prime mover behind the deal and the originator of the only ICC-sanctioned ten-over cricket league in the world, T10 Sports Management chairman Shaji Ul Mulk, spoke glowingly about the significance of ten-over cricket and the new broadcast partnership: “This is a very fast format and I’m sure children will take a liking towards the league. It is like watching a football match, the action is over in 90 minutes and there is lot of drama and entertainment. It is the next big thing in the world of cricket. As the format gathers more fans, we want to make sure that no one is left disappointed and so we have partnered with Sony Pictures Networks India and Jio to telecast the cricket extravaganza live on their platforms.”
In addition to its massive subscriber base, Sony Pictures Networks India brings broadcast expertise and strong credentials to its part of the deal. The network is the premier destination for cricket in India, with rights to eight international cricket boards including England and Wales Cricket Board and was also the official broadcaster of the recently concluded Ashes.
On Monday, Sony representatives and Abu Dhabi T10 officials mingled with celebrities and cricket superstars to celebrate the partnership deal. England’s World Cup-winning captain Eoin Morgan and former India speedster Zaheer Khan were on hand as official ambassadors for the Abu Dhabi T10 which is set to kick off from 14 November 2019 to 24 November 2019 at the Zayed Cricket Stadium in the UAE capital.
Morgan spoke of the shift in perception with the new deal and the move to Abu Dhabi: “More people are watching because it’s a faster game and we’re playing in a city that loves to do things big. Big stars, big audiences, big action on the pitch. And players love playing in Abu Dhabi because it represents an audience that loves one-of-a-kind entertainments. That’s T10 in a nutshell.”
For this year’s Abu Dhabi T10, eight teams will face each another in 29 action-packed matches across 10 days. The star-studded line-up of international cricket talent shines a light on the game’s global appeal, with the likes of Australian icons Shane Watson and Cameron White, West Indians Darren Sammy, Andre Russell, Kieron Pollard and Dwayne Bravo; Sri Lankan duo Angelo Matthews and pacer Lasith Malinga; and Afghanistan’s Mohammad Shahzad and Rashid Khan all set to participate in November.
The global appeal of cricket and the attraction of Abu Dhabi as a travel and sporting destination create a winning formula for local government stakeholders, as well, including the Department of Culture and Tourism Abu Dhabi and Abu Dhabi Sports Council, according to CEO of Abu Dhabi Cricket, Matthew Boucher: “This media agreement is truly unique, broadcasting the destination of Abu Dhabi to over 700 million homes in India via 6 of the most renowned television and streaming channels in India. Together with the Department of Culture & Tourism Abu Dhabi we are thrilled to be partnering with Sony Pictures Network to amplify the Abu Dhabi T10 broadcast so comprehensively into one of our key source tourism markets.”
With potential viewership numbers approaching those of elite global sporting events such as the FIFA World Cup and the Olympics, some have speculated that the T10 format may play a key role in taking cricket to the Olympics as an official competitive sport.
Former Indian pacer, Zaheer Khan, said, “The success of Abu Dhabi T10 can lead to greater things for cricket. As more people enjoy the game live or on TV, this can lead to greater development and the spread of cricket to other non-traditional countries.”
During the first season of the league Kerala Knights were crowned as champions while second season saw Northern Warriors come out on top. This year with more international stars coming into the league, fans can expect more entertainment on the field with the level of cricket set to improve manifolds.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
