Sony Sports adds sponsors for The Ashes 2021

December 8, 2021

Six new sponsors onboarded for the Sony Sports broadcast of The Ashes.


Sony Sports Network, the official broadcaster of The Ashes in India, has signed on multiple sponsors before the start of cricket’s greatest rivalry.

The latest sponsors signed on by Sony are: BYJU’s, Policybazaar, Siggnature Elachi, Bosch Appliances, Layer’r Shot and DafaNews.

The Ashes, which gets underway from December 8 and will run until January 18, will be available for the Indian fans exclusively on Sony Sports’ different channels in different languages, which are: Sony Six (English), Sony Ten 3 (Hindi) and Sony Ten 4 (Tamil and Telugu). Fans will also be able to follow the series on Sony’s OTT platform Sony Liv.


Speaking about on boarding the new sponsors, Sandeep Mehrotra, Head – Ad Sales, Network Channels, SPNI, commented:

An Ashes series is truly revered by the cricket fans in India and as such has become an extremely important part of the advertiser’s media plans. Like every edition, even this year we have seen tremendous advertiser interest across categories like edtech, e-commerce, consumer durables and others. We have already surpassed the revenue we generated in the last Ashes and are hopeful that this is another blockbuster series for our advertisers.


Rajesh Kaul, Chief Revenue Officer of Distribution and Head Sports Business, SPNI, added:

The Ashes is the platinum standard of Test cricket and has raised the bar of Test cricket over the years. Sony Sports channels will broadcast the series in four languages for the first time, English, Tamil, Telugu and Hindi, so that cricket enthusiasts all over the country can enjoy the matches in their language of choice.

With a galaxy of superstars on both test teams, the much-anticipated series promises to be a tight-knit contest and has garnered a brilliant response from the advertisers as well.


Aditya Chaudhuri

Hailing from the City of Joy, the things that bring me joy are cricket, a good non-tilt CS:GO session, F1 and movies.

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