New Delhi, September 5, 2026: ITW Universe has entered into long-term strategic media sales partnerships with FanCode and Sony Sports Network, beginning with the upcoming India Tour of Afghanistan 2026, as the company looks to strengthen its presence across premium sports broadcasting and advertising sales.
The three-match T20I series between India and Afghanistan is scheduled to begin on September 13, with the second and third matches set to take place on September 15 and 17 respectively, at the Arun Jaitley Stadium in New Delhi. FanCode will stream the series digitally, while Sony Sports Network will carry the television broadcast.
The partnership with Sony Sports Network also builds on a longstanding relationship between the broadcaster and ITW Universe, which dates back to 2008. The renewed understanding brings together the two organisations for the upcoming series, with a focus on creating greater value for advertisers through a transparent and value-led commercial approach.
According to ITW Universe, the response from brands to the FanCode inventory has been particularly strong, with more than 60 percent of the available inventory already sold ahead of the series. The company attributes the response to its approach of offering transparent pricing, clear value propositions and an emphasis on return on investment for advertisers.
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. We look forward to creating an exciting viewing experience for fans while enabling brands to connect with audiences in a meaningful way.”
The television inventory on Sony Sports Network has also seen significant demand, with approximately 70 percent of the available LTV inventory for the three-match series already sold, according to ITW Universe. The company said the strong pre-series uptake reflects growing advertiser interest in sports properties where commercial value and audience engagement are closely aligned.
Rajesh Kaul, Chief Revenue Officer, Sony Sports Network, said, “Sony Sports Network’s 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. Our focus remains on delivering a compelling broadcast experience for viewers while creating a high-quality and value-led environment for our advertising partners.”
A Global Broadcast Production Approach
The India-Afghanistan series will also see ITW Universe, with the support of Afghanistan Cricket Board and BCCI under the mentorship of ICC, introduce an enhanced broadcast production approach, bringing international football-broadcasting expertise into cricket coverage.
Jamie Oakford, a highly experienced international sports broadcast director associated with major FIFA World Cup and UEFA events, will lead the production of the series. Oakford has been involved in FIFA World Cup broadcasting since 2002 and was part of the broadcast operation for the 2026 FIFA World Cup. His work has also extended to major European football competitions.
ITW Universe said the objective is to combine the storytelling and production techniques associated with major global sporting events with the viewing experience of live cricket.
The series will incorporate a range of broadcast and visual-production innovations designed to bring viewers closer to the action, including advanced camera systems, enhanced replays, immersive visual storytelling and new perspectives around key moments in the game. Industry reports have also highlighted the planned use of FIFA-inspired broadcast technology and free-viewpoint production techniques for the series.
Putting the Viewer at the Centre
At the heart of the production strategy is a focus on the viewer experience. ITW Universe said the broadcast is being designed to give audiences a more immersive perspective of the action, regardless of whether they are watching from a major city, a small town or a remote location anywhere in the world.
The company aims to make viewers feel closer to the playing field through new camera angles, enhanced visualisation and technology-led storytelling, creating what it describes as a more contemporary and viewer-centric cricket broadcast experience.
The India-Afghanistan T20I series will therefore serve not only as the beginning of ITW Universe’s latest long-term media sales partnerships with FanCode and Sony Sports Network, but also as a platform to demonstrate its approach to combining premium sports inventory, advertiser value and next-generation broadcast production.
About ITW Universe: ITW Universe is a leading marketing, media and consulting agency that helps brands scale through insight-led strategy and integrated execution, with capabilities spanning sports marketing, media, content, influencer engagement, entertainment, live events, activations and brand amplification.
