Mumbai: Sony Sports Network has unveiled its ‘Festival of Sports’ campaign, bringing together a packed calendar of international cricket and multi-sport events from August 15 to December 1, 2026, as it looks to capitalize on the festive season with premium live sports programming across television and digital platforms.
The campaign will feature India’s marquee cricket fixtures, the Women’s T20 Asia Cup 2026, and the Aichi-Nagoya 2026 Asian Games, positioning Sony Sports Network and Sony LIV as key destinations for sports fans during the festive period.
The sporting calendar begins with India’s tour of Sri Lanka, comprising two Test matches as part of the team’s campaign towards qualification for the ICC World Test Championship Final 2027. This will be followed by the Women’s T20 Asia Cup 2026, where the continent’s leading teams will compete for the title.
The campaign will then shift focus to 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 defend the gold medals they secured at the previous edition of the Games.
The sporting line-up concludes with India’s all-format tour of New Zealand, featuring five T20 Internationals, five One-Day Internationals and two Test matches across October and November.
Sony Sports Network said it will support the campaign with an integrated on-air and digital marketing initiative celebrating the shared passion for sports during India’s festive season. The broadcaster aims to bring together cricket and multi-sport action while highlighting India’s performances across competitions.
Commenting on the campaign, Rajesh Kaul, Chief Revenue Officer and Business Head, Sports and International, Sony Pictures Networks India, said, “Festivals and sport share a remarkable ability to bring people together. With ‘Festival of Sports’, we are combining these two powerful passions through an exceptional line-up featuring India’s biggest cricketing contests, the grandeur of the Asian Games and the growing strength of women’s sport. From August through November, fans will have countless moments to cheer, celebrate and experience together. Across Sony Sports Network and Sony LIV, our endeavour is to make every match, every medal and every Indian triumph an integral part of the country’s festive celebrations.”
The ‘Festival of Sports’ campaign will begin on August 15, with all events airing exclusively on Sony Sports Network and Sony LIV through December 1, 2026.
