ITW Universe Takes Global Rights For The First India Japan T20I
ITW Universe has secured exclusive global rights for the production, broadcast distribution and commercial marketing of the India Japan T20I, scheduled for 22 September 2026 at the Sano International Cricket Ground in Tochigi, Japan.
- Match: the first meeting between the senior men's teams of India and Japan
- Date and venue: 22 September 2026, Sano International Cricket Ground, Tochigi
- Rights held: the broadcast feed and the commercial inventory
- In discussion with: Star, Sony, Zee and FanCode for domestic and international television and streaming
- Broadcast time: 9:30 AM IST, or 1 PM local time in Japan
What ITW Universe Now Controls
Both halves of the match, which is the unusual part. Under the mandate the agency owns the broadcast feed and the commercial inventory rather than selling one and licensing the other, and is in discussions with television networks and streaming platforms including Star, Sony, Zee and FanCode for domestic and international partnerships.
Bhairav Shanth, co-founder of ITW Universe, described the combination as the point. "Having full control over the broadcast and commercial footprint allows us to build a premium, world-class experience for viewers while offering an unmissable, first-mover platform for brands and media networks," he said, calling India playing Japan on Japanese soil a monumental moment for global cricket.
Why The Fixture Exists At All
It is being organised by the Japan Cricket Association as part of the Sport 75 initiative, marking 75 years of diplomatic relations between India and Japan, and will take place alongside the 2026 Asian Games in Aichi-Nagoya. The association is expanding capacity at the Sano International Cricket Ground ahead of the match.
Naoki Alex Miyaji, chief executive of the Japan Cricket Association, framed it as a development moment rather than a one off exhibition. "Bringing the Indian cricket team to Japanese soil for this historic T20I is a defining milestone for the growth of cricket in Japan," he said, adding that the partnership ensures the fixture is produced and marketed to global standards while inspiring a new generation of players in the country. For brands, a first ever fixture with a 9:30 AM IST start is an unusually clean piece of inventory: no competing cricket, and a morning slot in the largest market watching. More industry news.
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