Sony Pictures Networks India (SPNI) has extended its exclusive television and digital broadcast rights for the Australian Open across the Indian subcontinent for a further three years, covering the 2026 to 2028 editions.
At a time when India’s sports media landscape is witnessing intense consolidation and aggressive bidding for premium properties, the renewal underlines Sony’s intent to remain a central force in international tennis broadcasting in the region .
The agreement ensures that the Australian Open the first Grand Slam of the calendar will continue to be aired on Sony Sports Network and streamed on Sony LIV across India, Pakistan, Sri Lanka, Bangladesh, Nepal, Bhutan, Maldives and Afghanistan. More than just a routine rights extension, the deal represents a strategic counter-move in a market where rival conglomerates have recently cornered other marquee tennis assets.
Over the past year, the Indian tennis broadcast ecosystem has undergone a significant reshuffle. The US Open and Wimbledon rights have moved to the JioStar ecosystem, effectively splitting Grand Slam coverage across platforms. In that context, retaining the Australian Open alongside Roland-Garros, which Sony holds till 2027 is critical to preserving Sony’s long-standing positioning as a primary destination for elite tennis content.
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Sony’s association with the Australian Open dates back to 2015, a partnership that has played a key role in expanding the tournament’s footprint in India. When the network first acquired the rights, tennis remained a largely urban, niche sport. Over the next decade, aided by Sony’s multi-channel distribution and the launch of Sony LIV, the Australian Open steadily grew its reach, driven by localisation, regional feeds and a consistent push to widen the sport’s audience base.
Viewership data reflects that growth. Between 2018 and 2019 alone, the tournament’s reach in India rose from around 29 per cent to over 40 per cent, a jump attributed to deeper penetration beyond metros and improved accessibility through digital streaming. The presence of Indian players in doubles events and the emergence of singles players like Sumit Nagal have further strengthened audience connect in recent seasons.
For Sony, the Australian Open holds particular commercial and strategic value as a season-opener. Scheduled in January, it delivers a strong spike in viewership during a period when sports consumption typically rebounds after the year-end lull. The 2026 edition, set to run from January 12 to February 1, will mark the beginning of the new rights cycle and once again anchor Sony LIV’s first-quarter subscriber acquisition push .
The digital component of the deal has become increasingly central to Sony’s strategy. Sony LIV now offers multi-court access, on-demand highlights, press conferences and premium 4K Ultra HD streams with enhanced audio, catering to a growing segment of viewers who prefer personalised, on-the-go consumption. Tennis, with matches spread across 25 courts at Melbourne Park, is particularly suited to such a multi-feed digital experience.
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Sony has also leaned heavily on localisation to sustain tennis viewership. The Australian Open is broadcast in English, Hindi, Tamil and Telugu, supported by regional experts and familiar Indian voices. This linguistic segmentation has proven effective in extending reach beyond traditional tennis audiences, especially in southern India and the Hindi heartland .
Cultural ambassadors have played an important role in that journey. Sania Mirza’s continued association with Sony’s tennis coverage now as a studio expert has helped bridge the gap between casual viewers and hardcore fans. Her presence reinforces credibility while keeping the broadcast rooted in an Indian perspective.
From an advertising standpoint, the Australian Open remains a premium property. Its global stature, affluent viewer base and early-year scheduling make it attractive to brands across automobiles, luxury, technology and FMCG sectors. The tournament’s expanded 15-day format, following Tennis Australia’s shift to a Sunday start, also provides broadcasters with additional high-value inventory on weekends, traditionally peak viewership periods .
The renewal also aligns with Sony Group Corporation’s broader global push into sports technology and storytelling. Sony’s recent strategic partnership with ATP Media covering innovations such as Hawk-Eye, augmented analytics and next-generation broadcast workflows is expected to influence future tennis coverage across platforms, including Sony LIV, over the coming cycle .
In a fragmented rights market, Sony’s retention of the Australian Open ensures continuity for tennis fans in the Indian subcontinent. More importantly, it secures Sony a powerful narrative touchpoint every January, when global tennis resets and new rivalries emerge.
As the sport enters a post-Federer, post-Nadal era led by a new generation of stars, Sony’s bet is clear: tennis, when packaged smartly and delivered across screens, still holds significant growth potential in India.
