ITW Universe has entered into long-term media sales partnerships with FanCode and Sony Sports Network, beginning with the upcoming India-Afghanistan T20I series.

The three-match series will begin on 13 September, followed by matches on 15 and 17 September. 

The partnership with Sony Sports Network extends an existing relationship between the two companies that dates back to 2008. ITW Universe will handle media sales for the respective inventories across the series.

The company said the partnerships will cover media sales for the properties, with the India-Afghanistan series serving as the starting point for the longer-term arrangements.

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.”

Rajesh Kaul, chief revenue officer, Sony Sports Network, added, “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.”