PTV Sports makes landmark announcement via official channels
In a major breakthrough for sports broadcasting in Pakistan, state-run PTV Sports has officially secured exclusive domestic television rights for all Asian Cricket Council (ACC) events from 2025 to 2027 — including the Men’s Asia Cups in 2025 and 2027, the Women’s Asia Cup 2026, and the U19 and Emerging Asia Cup tournaments.
The announcement was made directly by PTV Sports via its verified Instagram account, stating:
“PTV Sports proudly announces the acquisition of television rights in Pakistan for all ACC events from 2025 to 2027!”
The development puts to rest months of speculation and concern around whether any local broadcaster would be able to meet the steep demands imposed by the Indian-based rights holders, who control the pan-Asia broadcast package.
A tense negotiation marred by inflated demands and uncertainty
Before the announcement, sources had described a complex and frustrating negotiation process. A major hurdle was the disproportionately high valuation placed on the Pakistan market by the Indian broadcaster, despite the country traditionally contributing a much smaller share to regional viewership revenue.
“A 10-12pc value rate for Pakistan’s region is decided in the books of the ICC and the ACC but the Indian broadcaster is demanding a very high rate from Pakistan’s sports channels that are interested in covering live matches. It ultimately may force all Pakistan-based channels, either to make a joint consortium to buy the rights or to quit the race altogether,” an official close to the situation told Dawn on the condition of anonymity.
In the same conversation, the official warned that the financial pressure being exerted could have broader repercussions:
“They [Indian broadcasters] are over-leveraged and gambling with market stability. If this backfires, the repercussions could destabilise the entire ecosystem.”
One of the core concerns for broadcasters was the lack of clarity around whether the much-anticipated Pakistan vs. India match-up would even take place — a key driver of viewership and advertising revenue.
“The consortium [of Pakistan sports channels] may agree to pay higher rate but there is no clarity if an Indo-Pak match will be played [during the Asia Cup],” the official added.
India-Pakistan politics cast long shadow over tournament planning
The Men’s Asia Cup 2025, originally scheduled to be hosted by India, has now been relocated to the UAE due to ongoing political tensions between India and Pakistan. This, too, created additional uncertainty around both scheduling and viewership dynamics.
“[The] Indian cricketers are facing pressure from their fans at home, creating a situation which may compel India’s top players to refuse to play the Asia Cup or even the BCCI to quit as hosts,” a source had added prior to the deal’s finalization.
PTV Sports, government hail breakthrough as win for national cricket
With the deal now finalized, government officials and PTV leadership are celebrating the outcome as a strategic and symbolic victory. Minister for Information and Broadcasting, Attaullah Tarar, praised the move as a national achievement that took place during Pakistan’s presidency of the ACC under Mohsin Naqvi.
Alia Rasheed, Executive Director of PTV Sports, as quoted by PTV, said:
“Proud to become the official TV broadcast partner of the Asian Cricket Council in the country.”
A major win amid tough conditions for local broadcasters
The acquisition comes at a time when Pakistan’s television advertising revenue has declined over 22% year-on-year, and corporate sponsorship budgets continue to shrink. Against this economic backdrop, inflated rights demands by Indian entities seemed to place the Asia Cup — and other ACC events — out of reach for local channels.
PTV’s successful negotiation not only guarantees Pakistani fans uninterrupted access to premier Asian cricket events through 2027, but also re-establishes the broadcaster’s relevance in a fiercely competitive media environment.
By stepping up where others hesitated, PTV has reasserted its role as the country’s leading sports network — and in doing so, delivered one of the biggest broadcasting wins for Pakistan in recent years.
