Just two months before the ICC Men’s T20 World Cup 2026, the governing body finds itself grappling with an unexpected challenge: India’s Reliance-backed broadcaster JioStar has formally indicated it cannot continue its media rights deal, sending shockwaves through cricket’s commercial landscape.
The ICC had originally signed JioStar on a $3 billion four-year deal covering all major ICC events until 2027. However, mounting financial losses reportedly forced the broadcaster to reconsider, leaving the ICC scrambling to reopen the sale of media rights for the 2026–29 India cycle, now seeking around $2.4 billion.
Sources say the ICC approached Sony Pictures Networks India (SPNI), Netflix, and Amazon Prime Video for potential bids, but none have committed, citing the high investment required.
JioStar’s Mounting Losses
Audited accounts reveal a sharp escalation in provisions for expected losses on sports-content contracts—from ₹12,319 crore in 2023–24 to ₹25,760 crore in 2024–25. The decision is said to be compounded by the Indian government’s ban on real-money gaming, which had been a major advertising revenue source for cricket broadcasts, leaving a gap of roughly $840 million.
Even though the ICC recorded a $474 million surplus in 2024, JioStar’s internal losses reflect the broader challenges of high-stakes broadcasting in India. Prior to merging with Viacom18, Star India had reported a ₹12,548 crore net loss, largely due to expensive ICC media contracts.
T20 World Cup 2026 Still on Track
Despite the upheaval, JioStar continues to broadcast India’s home series against South Africa, ensuring fans don’t miss any live action leading into the tournament. The ICC T20 World Cup 2026, co-hosted by India and Sri Lanka, is scheduled to run from February 27 to March 2026, with Rohit Sharma appointed as the official tournament ambassador.
“I am pleased to announce that the 2024 T20 World Cup and 2025 Champions Trophy-winning captain Rohit Sharma will be the brand ambassador for the T20 World Cup 2026,” said ICC President Jay Shah.
What This Means for Fans and the Market
If a new broadcaster isn’t finalized in time, JioStar may have no choice but to honour the remaining contract. Meanwhile, the ICC’s decision to reach out to global players like Netflix and Amazon signals a push for digital-first engagement, though high costs have so far deterred interest.
For fans, the key takeaway is that the T20 World Cup 2026 will proceed as scheduled, but the rights uncertainty could impact streaming availability, platforms, and coverage options in India.
As the clock ticks toward February, the ICC will need a swift resolution to secure one of cricket’s most lucrative markets, ensuring millions of fans can watch the sport’s biggest T20 event without disruption.
