This festive season, the celebrations will extend beyond homes and neighbourhoods to stadiums and sporting arenas around the world. Sony Sports Network announces the launch of its new campaign, ‘Festival of Sports’, bringing viewers an extraordinary line-up of marquee cricket and multi-sport action from August 15 to November 29, 2026.
Featuring the Indian cricket teams in high-stakes international contests, the finest athletes from across Asia competing for continental glory, and some of the biggest names in women’s sport, the campaign transforms an action-packed sporting calendar into one grand, uninterrupted celebration. Across Sony Sports Network and Sony LIV, every boundary, breakthrough, record and medal-winning moment will add to the festive fervour.
The ‘Festival of Sports’ begins with India’s much anticipated tour of Sri Lanka, featuring two crucial Test matches as the team continues its journey towards the ICC World Test Championship Final 2027. The spotlight then turns to women’s cricket with the prestigious Women’s T20 Asia Cup 2026, where the continent’s leading teams will compete for supremacy.
The celebration will reach a spectacular crescendo at the Aichi-Nagoya 2026 Asian Games, as India’s finest athletes take on Asia’s best on one of the world’s grandest multi-sport stages. The Games will also see the Indian men’s and women’s cricket teams set out to defend the historic gold medals they won at the previous edition.
The sporting extravaganza will continue through October and November with India’s blockbuster all-format tour of New Zealand. Featuring five T20 Internationals, five One-Day Internationals and two Test matches, the tour promises compelling rivalries, high-intensity action and several unforgettable moments to round off the ‘Festival of Sports’.
Through an extensive on-air and digital campaign, Sony Sports Network will bring the festive spirit alive by celebrating the emotion, pride and shared experience that unite fans whenever India takes the field. With a calendar spanning cricket and multi-sport competition, Sony Sports Network and Sony LIV will become the home of India’s biggest sporting celebration this festive season.
“Festivals and sport share a remarkable ability to bring people together. With ‘Festival of Sports’, we are combining these two powerful passions through an exceptional line-up featuring India’s biggest cricketing contests, the grandeur of the Asian Games and the growing strength of women’s sport. From August through November, fans will have countless moments to cheer, celebrate and experience together. Across Sony Sports Network and Sony LIV, our endeavour is to make every match, every medal and every Indian triumph an integral part of the country’s festive celebrations,” said Rajesh Kaul, chief revenue officer and business head, sports and international, Sony Pictures Networks India.
