YuppTV, the streaming platform for South Asian content, has secured widespread live digital rights to the ongoing ICC Men’s T20 World Cup cricket tournament.

The eighth edition of the competition, which began in Australia on October 16 and runs through to November 13, is now available to watch on YuppTV’s streaming platforms in 75 markets.

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These include continental Europe, China, Japan, Malaysia, Southeast Asia (non-exclusive), and Malaysia (non-exclusive).

The deal between the International Cricket Council (ICC) and YuppTV was announced yesterday (October 20), as the initial stage of the 16-team World Cup draws to a close. The Super12 round, at which point most of the traditional cricketing heavyweight nations make their entrance, begins tomorrow (October 22).

YuppTV also covered the last men's T20 World Cup, which took place in the United Arab Emirates last year.

Uday Reddy, YuppTV’s chief executive and founder, said: “The exciting match-up between international teams for world dominance is guaranteed to be an enthralling experience for viewers, who will be gearing up from the comfort of their homes to watch the ICC Men's T20 World Cup 2022 to support their favorite teams and take them to victory.

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“It brings us immense pleasure to bring the tournament to millions of people across Asia and Europe, and we look forward to having users tune in to the match on our platform to catch all the action live.”

Earlier this month, Sport 24, the in-flight and on-ship entertainment service owned by international sports agency IMG, announced that it had secured rights to show the next two major ICC men’s tournaments.

The IMG-owned service is currently showing the T20 World Cup and will then cover the ICC Men’s Cricket World Cup 2023 which will be held in India from October next year.

Star India, the pay-TV heavyweight broadcaster, holds global distribution rights to the T20 World Cup, through a deal struck back in October 2014.

YuppTV, meanwhile, showed the ICC Cricket World Cup in June and July 2019 and the Under-19 World Cup in February 2020 (both across Europe and Central Asia).

In addition, it covered the Asia Cup national team tournament in August and September this year and has aired the last three editions of the prestigious Indian Premier League franchise competition in over 100 countries, predominantly in continental Europe, Central and South America, and Southeast Asia.