TV
deal ensures huge global audience for Sixes
An estimated 100 million fans around the world will be able to watch the Hong Kong Cricket Sixes after organisers confirmed the biggest TV deal in the tournament’s history.
The showpiece event will be broadcast live by Dubai-based Taj TV on its Ten Sports outlet, the world’s leading producer of cricket.
Ten Sports will broadcast the event on its own channels in the Indian sub-continent, the Middle East, North America, continental Europe, Hong Kong and Indonesia.
The company is also securing commitments from broadcasters to show the event in all other major cricketing markets, including the UK and Australia.
Hong Kong Cricket Sixes tournament director Mark Burns hailed the TV agreement, which will run for a minimum of three years.
“We are very happy to have secured what is, quite simply, the biggest and most significant broadcasting deal in the 16-year history of our event,” he said.
“Ten Sports will be showing live action from the tournament for a total of 16 hours over the two days of the tournament.
“This landmark agreement means the Sixes will be seen by a massive TV audience worldwide. In terms of commercial growth and global exposure, this takes the Sixes to a whole new level.”
The 2008 Hong Kong Cricket Sixes will be staged at the Kowloon Cricket Club on November 8-9.
The stellar line-up of players includes Australian master batsman Damien Martyn, former New Zealand captain Stephen Fleming and Pakistan legend Inzamam-ul-Haq.
The trio – who boast 298 tests and 927 one day international appearances between them – will appear for the All-Stars in the 10-team tournament.
The All-Stars will join nine representative international teams – Australia, New Zealand, England, Pakistan, India, Sri Lanka, South Africa, Bangladesh and hosts Hong Kong.
Ten Sports senior vice-president Peter Hutton hailed the Sixes as a “unique” tournament.
“We’re delighted to add to our growing portfolio of international cricket rights an event that has firmly established itself on the world cricket calendar and provides a unique sporting and social experience,” he said.
“The early commitment of major international stars to taking part in this year’s tournament confirms the standing of the Hong Kong Cricket Sixes.
”With Ten Sports broadcasting the event on its own channels, plus commitments from broadcasters in the other major cricketing markets, pictures of the tournament will be available in over 100 million homes worldwide.”
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First held
in 1992, the Hong Kong Cricket Sixes is the sport's longest-running,
best-established and most high-profile sixes tournament.
The event,
which continues to be fully sanctioned by the International Cricket
Council, is not part of the proposed iSixes World Series.
Players
who have taken part in the Hong Kong Cricket Sixes over the past
16 years include Brian Lara, Sachin Tendulkar, Steve and Mark
Waugh, Viv Richards, Andrew Flintoff, Adam Gilchrist and Wasim
Akram.
Profits from the tournament are ploughed directly back into cricket development
in Hong Kong through the Hong Kong Cricket Association.
The Hong Kong Cricket Sixes will now be
available to an estimated 100 million TV viewers worldwide after a landmark broadcasting
agreement between tournament organisers and Taj TV’s Ten Sports.
Hong Kong Cricket
Sixes
About the Hong Kong Cricket Association
The Hong Kong Cricket Association (HKCA)
is responsible for professionally administering cricket at all levels in Hong
Kong. It aims to promote, expand and develop the sport, improve standards in
all areas of the game and increase the number of participants from all sectors
of the local community. It organises competitions throughout the year for all
age groups, from primary school children to senior players. The HKCA’s wholly
owned subsidiary, China Cricket International Limited, is responsible for the
organisation and management of the Hong Kong Cricket Sixes
About Ten Sports
Taj TV’s Ten Sports, the most watched sports channel in the sub-continent, is
available in more than 50 million cable/satellite homes worldwide. The world’s
biggest producer of cricket, the channel broadcasts cricket from Sharjah, West
Indies, Pakistan, Sri Lanka, South Africa and Zimbabwe throughout the Indian
sub-continent and Asia, as well as to the United States and Canada (via Cricket
Plus), the Middle East and North Africa. Ten Sports also exclusively broadcasts
in the sub-continent territories premium sports properties such as the UEFA Champions
League, the US Open tennis and Hockey World Cup.
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