Aiming to increase eyeballs and leverage the international calendar of archery after Deepkia Kumar’s performance in Commonweath Games 2010, World Archery has signed a broadcasting deal with Sony Pictures Network to highlight the popularity of the sport in sub-continents ahead of Tokyo Olympics.
World Archery and Sony Pictures Networks India Private Limited (SPN) have signed an exclusive broadcast deal that will see broadcast of major international archery events across eight territories of the Indian sub-continent: India, Sri Lanka, Bhutan, Pakistan, Nepal, Bangladesh, Afghanistan and Maldives. The agreement covers the 2019 Hyundai Archery World Cup season and the 2019 Hyundai World Archery Championships, which acts as the primary qualification event for the Tokyo 2020 Olympic Games.
The profile of Archery in India is rising thanks to world-class performances from athletes like Deepika Kumari, a five-time medallist at the Hyundai Archery World Cup Final and star of the Netflix documentary Ladies First, and world number eight Abhishek Verma. The Indian team announced its line-up for the upcoming international calendar in March. Kumari, Verma and the rest of the Indian world championship team will open the season at the first stage of the 2019 Hyundai Archery World Cup in Medellin, Colombia at the end of April.
Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India, “Our goal has always been to showcase the best of International sporting events and Sony Pictures Networks is strongly focused in expanding its international sports portfolio as well as growing its sports offerings. We are pleased to announce that we are the official broadcasters of the 2019 Hyundai Archery World Cup in India where viewers can look forward to seeing the Indian contingent perform and make its mark in this global arena.”
Prof Dr Ugur Erdener, President, World Archery, “Ever since Deepika Kumari’s victory at the Commonwealth Games in 2010, Indian archers have come within a few arrow’s widths of claiming titles at the sport’s biggest events. Archery is a sport of precision, patience and practice – and of rising popularity in the Indian sub-continent, where it is rooted in the region’s culture and history. We expect this new partnership with Sony to leverage the excitement of our international calendar to engage people with archery in the lead-up to the Tokyo 2020 Olympic Games”
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