Sony Sports Network has launched Festival of Sports, a festive-season campaign
CE DESK 
Sony Sports Network has launched its new Festival of Sports campaign to spotlight a packed run of cricket and multi-sport events scheduled from August 15 to November 29, 2026.
The campaign brings together India’s tour of Sri Lanka, the Women’s T20 Asia Cup 2026, the Aichi-Nagoya 2026 Asian Games, and India’s all-format tour of New Zealand under one festive-season narrative. The idea is to position the network as the destination for fans during a period when sport and celebration overlap naturally.
The sporting calendar begins with India’s Test series in Sri Lanka, followed by the Women’s T20 Asia Cup. It then moves to the Asian Games, where India’s men’s and women’s cricket teams will defend their gold medals, before concluding with the tour of New Zealand, which includes T20Is, ODIs, and Test matches.
Rajesh Kaul, chief revenue officer and Business Head, Sports and International – Sony Pictures Networks India, said “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.”
With this launch, Sony Sports Network is positioning itself as the home of India’s biggest sporting celebration during the festive period. It is also continuing a trend of packaging major tournaments through strong thematic campaigns that turn programming schedules into larger cultural moments.mmitment to culinary excellence. At LT Foods, we are committed to driving innovation that enhances everyday food experiences while further strengthening DAAWAT®’s position in the premium basmati category. DAAWAT® Delight, with its Superior Flavour Absorption Technology, reflects our continued focus on meaningful product innovation. Together, we look forward to inspiring consumers, celebrating authentic Indian cuisine.”
