ITW Universe Locks FanCode & Sony Sports — India–Afghanistan T20Is Already Selling Hot
ITW Universe seals long-term media sales deals with FanCode and Sony Sports Network for the India–Afghanistan T20Is — 60%+ of FanCode inventory and ~70% of Sony LTV already sold ahead of a FIFA-grade broadcast push
New Delhi, September 2026: ITW Universe has locked long-term media sales partnerships with FanCode and Sony Sports Network for the three-match India–Afghanistan T20I series at Arun Jaitley Stadium, starting 13 September (then 15 and 17). FanCode takes digital streaming; Sony Sports Network handles linear TV — extending a Sony–ITW relationship that dates back to 2008.
The commercial read is already loud. ITW Universe says more than 60% of FanCode’s available advertising inventory for the series is sold, and about 70% of Sony Sports Network’s available LTV inventory is gone before the first ball. For advertisers, that is cricket inventory moving like a premium product, not leftover mid-season slots.
Yannick Colaco, co-founder, FanCode, said: FanCode has been at the forefront of shaping the digital sports viewing experience in India, and our partnership with ITW Universe for the India-Afghanistan T20I series is another step towards delivering greater value to both fans and advertisers. The strong advertiser response to the series reflects the growing appetite for premium digital sports inventory that combines scale, engagement and measurable impact.”
Rajesh Kaul, chief revenue officer, Sony Sports Network, said: “Sony Sports Networks association with ITW Universe goes back many years, and we are pleased to continue this relationship for the India-Afghanistan T20I series. The strong demand reflects the enduring strength of cricket as a platform for audience engagement and brand communication.”
Production is the second beat. With support from the Afghanistan Cricket Board and BCCI under ICC mentorship, ITW Universe is bringing a FIFA World Cup / UEFA-honed gallery — led by international sports broadcast director Jamie Oakford — with advanced cameras, enhanced replays and immersive storytelling adapted from football into cricket.
Marketing take
Rights holders are no longer selling just a feed — they are selling sold-out digital + LTV inventory wrapped in World Cup-grade production. FanCode and Sony give brands two screens; the early sell-through says advertisers already bought the thesis.
