Sony bags India broadcast rights for Asian Games 2026
Sony will provide extensive coverage across its Sony Sports Network television channels and Sony LIV streaming platform.
Sony Pictures Networks India (SPNI) has secured exclusive broadcast and digital rights for the Asian Games 2026 across the Indian subcontinent, reinforcing its strategy of building a strong multi-sport portfolio and strengthening its position in the premium live sports market.
The 20th edition of the Asian Games will be held in Aichi and Nagoya, Japan, from September 19 to October 4, 2026, bringing together thousands of athletes from across the continent in more than 40 sporting disciplines.
Sony will provide extensive coverage across its Sony Sports Network television channels and Sony LIV streaming platform, with multi-language production expected to maximise reach across India’s diverse sports audience.
The Asian Games continues to grow in commercial significance in India, particularly following the country’s historic performance at the previous edition, where athletes secured a record 107 medals.
Strong performances across athletics, wrestling, boxing, badminton, shooting and hockey have contributed to increased mainstream visibility for Olympic sports, creating stronger engagement beyond cricket-led properties.
Sony Pictures Networks India chief Revenue Officer and Business Head – Sports and International, Rajesh Kaul, said, “The Asian Games represent sporting excellence and are a powerful platform for national pride. India’s 100-plus medal milestone at the last edition has sparked unprecedented interest, setting the stage for “another unforgettable chapter”.
Olympic Council of Asia Director General Husain Al-Musallam added, “The agreement marks ‘the beginning of a new phase’ in the distribution of the Asian Games across the Indian subcontinent.”
For Sony, the acquisition aligns with a broader rights strategy spanning cricket, football and global multi-sport events, enabling the network to build year-round engagement across television and digital platforms.
With India’s Olympic sport ecosystem continuing to expand and advertiser interest in diversified sports properties increasing, the 2026 Asian Games is expected to deliver strong viewership, commercial momentum and deeper fan connection across the region.
Sports mint