Sony Sports launches Festival of Sports campaign for festive season

MUMBAI: Forget fireworks, the loudest celebrations this festive season could come from stadiums. From sixes to sprints and medals to match-winning moments, Sony Sports Network is betting that sport will become the country’s biggest festival between August and December.

Sony Sports Network has unveiled its ‘Festival of Sports’ campaign, packaging a packed calendar of cricket and multi-sport events into a single festive-season offering that will run from 15 August to 1 December 2026 across Sony Sports Network and Sony LIV.

The campaign brings together some of India’s biggest sporting assignments, including the men’s cricket team’s tour of Sri Lanka, the Women’s T20 Asia Cup 2026, the Aichi-Nagoya 2026 Asian Games, and an all-format tour of New Zealand, as broadcasters intensify efforts to capture audiences during the country’s peak festive period.

The sporting calendar opens with India’s two-Test series in Sri Lanka, an important step in the team’s campaign to qualify for the ICC World Test Championship Final 2027.

Attention will then shift to the Women’s T20 Asia Cup 2026, where the continent’s leading teams will battle for regional supremacy, reflecting the growing prominence of women’s cricket in India’s sports broadcasting landscape.

The biggest draw of the campaign arrives with the Aichi-Nagoya 2026 Asian Games, where India’s athletes will compete across multiple disciplines. The event will also see the Indian men’s and women’s cricket teams attempt to defend the historic gold medals they won at the previous edition.

The festive sporting run concludes with India’s blockbuster tour of New Zealand, featuring five T20 Internationals, five One-Day Internationals and two Test matches, offering fans 12 international fixtures across formats during October and November.

Sony Sports Network said it will support the campaign with an extensive television and digital rollout, positioning every milestone from boundaries and wickets to medals and records as part of the country’s festive celebrations.

The strategy reflects a broader shift in sports broadcasting, with networks increasingly packaging marquee properties into seasonal campaigns that extend viewer engagement beyond individual tournaments.

By combining cricket with a major multi-sport event, Sony is seeking to broaden its audience across demographics while strengthening Sony LIV’s position in the increasingly competitive sports streaming market.

With nearly three-and-a-half months of uninterrupted live action, Sony is wagering that this festive season, the biggest celebrations may unfold not just in homes, but on pitches, tracks and podiums around the world.