Sony Pictures Networks India (SPNI) has acquired the media rights for the 20th Asian Games Aichi-Nagoya 2026, marking the return of the prestigious continental sporting event yet again to the Sony Sports Network. Set to take place in Japan from September 19 to October 4, 2026, the 20th Asian Games Aichi-Nagoya 2026 will be broadcast live on the Sony Sports Network channels and streamed on Sony LIV. 

As part of the agreement, SPNI will showcase the highly anticipated 20th Asian Games, Aichi-Nagoya 2026, across India, as well as the Indian subcontinent.  

India heads into the Games riding on historic momentum. At the previous edition of the Asian Games, India delivered its best-ever performance at the tournament, securing 107 medals; a landmark achievement that underlined the country’s growing sporting prowess on the continental stage. With a new generation of champions emerging alongside seasoned stalwarts, expectations are higher than ever for another record-breaking campaign. 

The Asian Games are one of the largest multi-sport events in the world, bringing together elite competitors featuring 41 sports, including 32 Olympic sports with new additions like Mixed Martial Arts (MMA) and surfing, alongside staples like Cricket, Tennis, Esports, Kabaddi, Sepak Takraw, and Kurash. One of the biggest highlights of this edition for Indian audiences is cricket which have both the Men in Blue and Women in Blue vying to reclaim their honor of being Asia’s best.  The inclusion of the sport brings medal hopes in both the men’s and women’s competitions, further strengthening India’s prospects of topping its previous tally.   

Through comprehensive coverage, expert analysis, and multi-language programming, Sony Pictures Networks India will deliver immersive access to the 20th Asian Games Aichi-Nagoya 2026, capturing every emotional high, record-breaking feat, and historic triumph. From the opening ceremony grandeur to the final medal events, Sony Sports Network aims to bring fans closer to the action than ever before. 

Rajesh Kaul, Chief Revenue Officer and Business Head – Sports and International, Sony Pictures Networks India (SPNI):  

“The Asian Games represents sporting excellence and is a powerful platform for national pride. As the 20th Asian Games Aichi-Nagoya 2026 prepares to welcome the best athletes from Asia, we are proud to bring this continental multi-sport event back to Sony Pictures Networks for the third time. India’s historic performance at the last edition, where the nation crossed the 100-medal milestone for the first time, has ignited unprecedented interest in multi-sport events. The stage is set for another unforgettable chapter with the inclusion of cricket along with a formidable Indian contingent ready to chase new milestones. We are committed to delivering immersive coverage that celebrates every medal and inspires millions across the country as our athletes strive for greatness once again.” 

Zelio E-Mobility, a rapidly expanding electric two-wheeler brand that has been doubling its growth year over year, today announced its partnership with Punjab Kings as the team’s Official EV Partner for the 2026 season. This marks a defining moment for the brand – bringing together the energy of Punjab Kings and the momentum of India’s green mobility movement.

As the Official EV Partner of Punjab Kings, Zelio E-Mobility will leverage one of India’s most-watched sporting platforms to strengthen its brand presence across the country. The partnership encompasses branding rights, digital media integration, and in-stadia activations tied to Punjab Kings throughout the season. Two of the brand’s most celebrated models – the XMen+ (launched in 2026) and the X Men 2.0 – will be featured by the team, reflecting the growing public love for these vehicles and placing them squarely in the spotlight of mainstream India.

For Zelio E-Mobility, this partnership is fundamentally about long-term brand building in key markets across India. Cricket offers unparalleled reach – cutting across geographies, demographics, and language groups. By associating with Punjab Kings, the brand aims to deepen its connection with millions of consumers in Tier 2 markets and beyond, accelerating awareness and consideration for its electric two-wheeler lineup at a scale that few other platforms can offer. 

“Cricket continues to be one of the most powerful platforms to connect with audiences across India. Our association with Punjab Kings allows us to engage with a wide consumer base while strengthening Zelio’s brand presence in a culturally relevant environment. As we scale our operations, such partnerships play a role in aligning visibility with growth momentum,” said Kunal Arya, Managing Director, Zelio E-Mobility.

Punjab Kings Chief Commercial Officer Mr. Saurabh Arora said, “We are delighted to welcome Zelio Electric Scooters as our Official EV Partner for the season. This partnership reflects the growing synergy between sport and sustainable innovation. As a franchise, we are committed to aligning with forward-looking brands that resonate with today’s consumers, and Zelio’s focus on electric mobility and accessibility makes them a strong strategic fit for Punjab Kings. Through this association, we aim to create meaningful fan engagement while contributing to the broader narrative around clean and responsible mobility.”

JSW Sports secured a three-year mandate from the Cricket Association of Bengal (CAB) to serve as the Commercial, Marketing & Operations Partner for the Bengal Pro T20 League.

As part of the mandate, JSW Sports will lead the league’s commercialisation, marketing strategy, end-to-end league operations, and broadcast production, with a focus on delivering a seamless, high-quality league experience across all stakeholder and fan touchpoints.

This integrated mandate positions JSW Sports at the forefront of shaping the league’s strategic and operational roadmap over the next three years.

The official announcement of JSW Sports’ partnership with Bengal Pro T20 League took place at a glittering Season 3 launch ceremony in presence of CAB President Sourav Ganguly, CAB Secretary Bablu Kolay, CAB Vice President Nitish Ranjan Dutta, CAB Joint Secretary Madan Mohan Ghosh and CAB Treasurer Sanjay Das.

This partnership marks a significant step in the evolution of the Bengal Pro T20 League, which continues to grow as a key domestic platform across both men’s and women’s cricket. The upcoming edition will also see the addition of a ninth franchise, Novus Purulia Royals, further expanding the league’s footprint. The expansion reflects the league’s increasing competitiveness and rising interest from regional markets and investors.

The newest member of the league along with the other eight franchisees Sobisco Smashers Malda, Murshidabad Kings&Kueens, Adamas Howrah Warriors, Servotec Siliguri Strikers, Shrachi Rarh Tigers, Rashmi Medinipur Wizards and Harbour Diamonds promises to make the T20 extravaganza even more exciting in the third season.

The league continues to benefit from the presence and engagement of key stakeholders and leading Indian cricketers, including Jhulan Goswami, Mohammed Shami, Ajinkya Rahane, and Rinku Singh, who were present for the Season 3 launch event, reflecting the league’s growing stature within the Indian cricket ecosystem. Their association adds significant credibility and visibility, strengthening the league’s connect with fans across the country.

Speaking on the development, Divyanshu Singh, CEO, JSW Sports, said:“Bengal has a rich cricketing legacy and one of the most passionate fan bases in the country. We are excited to partner with the Cricket Association of Bengal to help shape the next phase of growth for the Bengal Pro T20 League. Our focus will be on building a commercially robust, operationally efficient, and fan-first league that delivers long-term value for all stakeholders – players, franchises, partners, and fans. Having engaged with stakeholders on-ground, we see strong momentum and appetite to build a differentiated league experience that resonates both locally and nationally. We believe this league has the potential to emerge as one of the most compelling domestic T20 platforms in India.”

Bablu Kolay, Hony Secretary-The Cricket Association of Bengal said:“We are delighted to partner with JSW Sports for the Bengal Pro T20 League. Their expertise across commercialisation, marketing, and league operations will play a key role in scaling the league further. We look forward to working closely with them to enhance the overall quality, visibility, and impact of the competition. This collaboration aligns with our vision to strengthen Bengal’s cricketing ecosystem and create more opportunities for emerging talent across the state.”

JSW Sports will work closely with the Cricket Association of Bengal to strengthen the league’s overall ecosystem, drive innovation across broadcast and fan engagement, and unlock new commercial opportunities, further cementing the Bengal Pro T20 League’s position as a premier domestic T20 competition. The partnership will also focus on building sustainable pathways for talent development and deeper fan engagement across formats.