Cricket South Africa (CSA) has signed a seven-year extension of its media rights distribution deal with IMG, which will now run from 2024 until 2031.
The agency giant was involved in securing the national cricket body’s recently announced Indian broadcast rights partnership with Viacom18.
A CSA partner for more than 30 years, IMG will now continue to advise the organisation on its future media rights deals.
“This is a testament to our longstanding partnership and success over the last 30 years and underlines the strength of expertise IMG brings to cricket, having been centrally involved in some of the most ground-breaking deals and developments in the sport,” said Chris Guinness, executive vice president of IMG Media.
“The Viacom18 deal was the perfect way to kick off this exciting new chapter for IMG and South African cricket.”
Pholetsi Moseki, CSA chief executive, added: “After 30 years of working together with IMG to generate the key commercial revenues that support cricket in South Africa and around the world, we look forward to continuing our long-lasting partnership.
“This partnership will continue to bring the best action from South Africa’s high-profile series to cricket fans globally, starting in India with our major new deal with Viacom18 Sports.”