Mumbai: The unlikeliest of sporting faceoffs—India and Japan on a cricket pitch—is getting a huge cheer from the market with broadcast rights—both TV and digital bagged by Star Sports and FanCode respectively for impressive valuation. Leading global streaming players Netflix, Amazon, YouTube and DAZN have shown interest in picking up global rights for the landmark fixture to be played at Sano International cricket ground in Tochigi.
When these bids are opened in a day, there is anticipation of record broadcast revenue generation from a single T20I. Also, prospects of live cricket landing for the first time on Netflix is being followed with much interest. On the face of it, the one-off T20I on September 22 is a mismatch of epic proportions with world champions India taking on 41st ranked Japan.
The match which leads up to the Asian Games doesn’t even enjoy a prime time viewing pitch in India with a scheduled Tuesday 9.30am start. The difference comes in the setting. This isn’t a random T20I adding to the clutter in the international cricket calendar. The unique positioning of the fixture, being part of the flagship ‘Sport 75’ initiative—the match celebrates 75 years of diplomatic relations between the two nations—is attracting unusually high commercial interest.
For a tired cricket audience bombarded with a clump of bilateral series or T20 franchise excess, this unusual but rare match-up comes as a welcome distraction, evidence of the scope for cricket to move beyond traditional markets, taking the T20 route. ‘When a unique fixture like India versus Japan also draws serious attention from some of the biggest names in global streaming—including platforms for whom live cricket would be an entirely new chapter—it validates the opportunity we saw in the property,’ said Bhairav Shanth, co-founder of ITW Universe, which has global production, broadcast, distribution and marketing rights of the match.
Not too much needs to be read into the commercial success of a one-off match. What the fixture does unearth is the value of deviating from the beaten path and creating more scarce assets in the cricket calendar. ‘Most cricket inventory is locked inside multi-year board deals at unreasonable valuations. Matches like these come with a finite risk and clear story. Platforms and brands can say yes without buying a four-year calendar,’ said an industry insider.
Sponsors see this as more than an India-Japan T20I in Tochigi. It’s a platform for cricket’s most popular stars to perform on a Japanese platform, what with cars, electronics, tourism, finance all roped in, watched live by India and the rest of the world. Unsurprisingly, Japanese car maker Suzuki—a top seller in India—jumped at the opportunity to become the title sponsor. TCS, Mitsui Knowledge Industry (IT), MUFG bank and sportswear makers Mizuno have taken associate sponsorship.
For these new commercial players to become regular on the cricket circuit, Japan has to become a stronger force on the 22 yards. The only way up is through regular International Cricket Council (ICC) pathway programmes. For now, cricket’s deepest market India is making a start with a shot in the unknown. Naoki Alex Miyaji, CEO, Japan Cricket Association (JCA), said, ‘Bringing the Indian cricket team to Japanese soil for this historic T20I is a defining milestone for the growth of cricket in Japan. It will inspire a whole new generation of cricket enthusiasts in our country.’
The Indian T20I team, led by Shreyas Iyer, will be in Japan to play in the Asian Games (September 19-October 4). The cricket competition runs from September 24 to October 3. Holders India, drawn directly into the quarter-finals, open their campaign on September 28.
On a slooow, loooow pitch, India and Japan met for the first time in a senior men’s international. It was an absolute thriller and a worthy game for the fans—at the ground and watching on TV, or following along here—who stuck around after a long rain delay. The unfamiliar conditions and Japan’s spinners made a miracle win seem possible, but Axar Patel wrapped it up in a final over got that quite tense when India contested a second consecutive wide, which might have changed the final equation of this contest. The umpires ended up overturning the decision—and there will be some talk about that—and in the end, Axar carried India to a two-run victory.
India won by 2 runs. We had a mini-thriller here today, and in the end, India just about prevail in their first ever senior men’s game against Japan. Shreyas Iyer is Player of the Match! He waltzes off the stage with his award, then is called back on for a quick chat with the broadcasters. ‘Was turning square, was a very difficult wicket to bat on. We saw the openers as well, not being able to gauge the pace of the spin. I decided it’s easy to take singles and doubles, interact with the batsman who came in with me. Decided I’ll be playing on the merit of the ball. If the ball is turning and holding a bit, I’ll nudge for singles and doubles. See I always keep saying five overs game, it can go anywhere. Attitude Japanese team showed today is impeccable. I’m sure they’re on the right track, for us it was a great practice on the wicket.’
Now Kendel Kadowaki-Fleming, Japan captain: ‘When it gets that tough, it gets a little tough to take. The fact that we were able to run the best team in the world to the last ball. Proud of the cricket group and broader community. The people working on this ground through the whole night, made this game happened. Proud of not only the team but the broader community. Anything is possible was the attitude. Axar, Bishnoi bowling on our wicket, we knew it was going to be a challenge, but at 6.5 RPO you know your mind wanders. A couple of moments will wander in our mind on long bus ride. It’s a feeling of pride. Look, he’s progressing extremely well with bat and ball on the field, we weren’t surprised with how it went today. We’ve got a 36-hour turnaround now, we’ll rest up and prepare for another Full Mumber.’
Shreyas Iyer is back for a chat again, this time as captain: he collects the series trophy. ‘Firstly, congratulations to India and Japan for 75 years of diplomatic relations. It was a long travel for us, it took three hours for us to reach here. Fans thriving to see to it that this match was organised. Even though it was five overs, I was glad we got a game. Overall, it was an exciting game, they were also brilliant with their performances. With responsibility comes pressure, and I thrive under pressure. Always loving to explore this. Important we take one step at a time, go [to Asian Games venue] and assess the conditions. Setting a standard and seeing where we go from there.’
