ITW Universe has secured exclusive global rights for the historic one-off T20 International between India and Japan
CE DESK 
ITW Universe has secured exclusive global rights for the historic one-off T20 International between India and Japan. The match is scheduled for September 22, 2026, at the Sano International Cricket Ground in Tochigi, Japan. This will be the first time the senior men’s teams of India and Japan meet on a cricket pitch. ITW Universe now holds full ownership of the broadcast feed and commercial inventory for the fixture.
Under the mandate, ITW Universe controls sports production, broadcast distribution and commercial marketing for the match. This includes all sponsorship assets, advertising inventory and brand integration opportunities. The company is in advanced discussions with leading linear television networks and OTT platforms. These include Star, Sony, Zee and FanCode. Talks are underway for both domestic and international broadcast and streaming partnerships. As of early September, no single broadcast partner had been officially confirmed for India.
The match is being played as part of broader efforts to grow cricket in Japan and celebrate 75 years of diplomatic ties between India and Japan. It is also tied to the Suzuki Cup, with Suzuki signed on as the title sponsor. Several other brands are backing the event. For ITW Universe, the rights acquisition opens up a new commercial and broadcast opportunity around Indian cricket. The company sees this as a first-mover platform for brands and media networks wanting to associate with a unique India–Japan sporting moment.brandequity.
FanCode has since secured exclusive digital streaming rights in India for the match. The platform acquired these rights from ITW Universe. Indian viewers will be able to watch the live match on FanCode on September 22. The broadcast is scheduled to begin at 9:30 AM IST. While the digital streaming arrangement is confirmed, television broadcast rights in India remain open. Top Indian television networks, including Sony, Star and Zee, are in active discussions. A final decision on the TV broadcast partner was expected within 24 to 48 hours of the initial announcements.
For ITW Universe, this deal marks a significant milestone. Bhairav Shanth, Co-Founder of ITW Universe, called it a proud moment for the company. He said India playing Japan on Japanese soil for the first time is a monumental moment for global cricket. Having full control over the broadcast and commercial footprint allows ITW Universe to build a premium, world-class experience for viewers. It also enables the company to offer brands a unique, high-visibility platform around a historic sporting event.
The India–Japan T20I is being closely watched by the cricket and media industry. It sits outside the commercial arrangements for the 2026 Asian Games, which are being broadcast in India by Sony Pictures Networks. This bilateral match is a separate property, managed by the Japan Cricket Association in partnership with ITW Universe. The structure shows how new cricket markets are experimenting with bespoke broadcast and sponsorship models. If successful, this could pave the way for more such bilateral fixtures involving emerging cricket nations.
