MUMBAI: Sony Entertainment Television Asia (SET Asia) has acquired the exclusive media rights for American College Cricket (ACC), and will be the official broadcast partner beginning the season of 2016, ACC stated in a press release. SET Asia will broadcast major match-ups including regional and national semi-final and final matches.

President of American College Cricket Lloyd Jodah, announcing the new broadcast partnership arrangement, said, "It's the right time, and Sony is the ideal Broadcast Partner for American College Cricket to go back on TV. Since March 2009, we've been setting the bar for cricket in America, and Sony's experience in broadcasting major tournaments will ensure we take cricket in the USA to the next level. America & Canada will get to see the young talent representing well-known universities, which in addition to their educational reputations, are major brands in sports such as football, basketball, baseball, soccer and more. American College Cricket has created a new platform which, together with SET Asia will raise the stature of the game in North America significantly higher."

Across the US and Canada, there is a growing number of students who are ardent cricket fans. Many play at a local or regional level. ACC and SET Asia will provide opportunities for them to play the sport at a competitive, national level. With an ever-increasing interest in the game and growth in available resources, cricket in North America is now poised to exponentially expand its player and viewership base.

Talking about the role of SET Asia, SVP International Business-Head of the Americas Jaideep Janakiram said, “SET Asia is developing relevant, localized content to cater to the preferences of youth in the United States. We believe cricket, played locally, will be a driver for success. We are excited about the partnership with ACC, not just broadcast rights but also the key role we play in amplifying the game in North America.”