Sony Pictures Networks India (SPNI) has joined hands with the Badminton Association of India (BAI) to be the exclusive broadcast partner for the Yonex-Sunrise India Open 2022.
The badminton matches will be aired on Sony Ten 1 channel, as well as live-streamed on SonyLIV. The tournament that started yesterday, will go on till January 16, according to a report in Financial Express.
“We are glad to have Sony Pictures Networks India as the broadcaster for the Yonex-Sunrise India Open. Unfortunately, this year we are not having spectators as well as media covering the event, but now they can enjoy the action from their home and watch world-class badminton action played in India after a long time,” Ajay Singhania, general secretary, BAI, said.
Rajesh Kaul, chief revenue officer, distribution and head, Sports Business, SPNI, said, “Badminton has a passionate following in the country which closes to 70 million viewers followed the sport on TV in 2021 due to the strong performances of Indian players like PV Sindhu, Kidambi Srikanth and Lakshya Sen, who won medals at global marquee tournaments last year”.
“Badminton was also one of the top watched sports disciplines in the recently held 2020 Tokyo Olympic Games on our network, with PV Sindhu’s semi-final match achieving the highest ratings on TV among all the Olympic events that were telecasted,” Kaul added.