IMG, the international sports marketing agency, has today (November 16) announced the renewal of its worldwide media rights distribution agreement with the Cricket South Africa (CSA) governing body.

The agency has already been working with the financially embattled CSA for over 30 years, with this latest extension to take the relationship between the two from the end of the current deal in 2024 to 2031.

Pholetski Moseki, Cricket South Africa’s chief executive, said: “After 30 years of working together with IMG to generate the key commercial revenues that support cricket in South Africa and around the world, we look forward to continuing our long-lasting partnership. This partnership will continue to bring the best action from South Africa’s high-profile series to cricket fans globally, starting in India with our major new deal with Viacom18 Sports."

IMG has said it was heavily involved in the deal, announced last week, between CSA and Indian broadcaster Viacom18, which will see that channel cover all senior men’s and women’s international matches played in South Africa between 2024 and 2031.

That schedule includes editions in that time period of the Mahatma Gandhi-Nelson Mandela Series between India and South Africa.

Chris Guinness, executive vice present at IMG Media, added: “We are delighted to extend our relationship with CSA. This is a testament to our longstanding partnership and success over the last 30 years and underlines the strength of expertise IMG brings to cricket, having been centrally involved in some of the most ground-breaking deals and developments in the sport.”

CSA’s current domestic broadcast partner for international action is SuperSport, the heavyweight South African pay-TV network.

The Viacom18 deal for CSA’s international rights quickly followed the same broadcaster snapping up exclusive Indian rights to SA20, the new South African Twenty20 league.

The inaugural edition of the SA20 will begin on January 10, 2023, and feature six teams competing in 33 matches across six venues.

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