Sirasa TV, a digital, terrestrial television network in the Island, has launched a campaign against Sri Lanka Cricket (SLC). Though one might think it’s a result of Sri Lanka’s poor T20 World Cup performance, the reality is something else. The accusations are that as Sirasa couldn’t secure the media broadcasting rights of ICC’s recently concluded T20 showpiece, the channel is attempting to take the revenge route!
Sirasa had entered the bidding of T20 World Cup 2026, plus covering all ICC events till 2028, through a competitive Invitation to Tender (ITT) process.
However, following extensive competitive bidding, instead of Sirasa, Dialog Television (Private) Limited secured the exclusive media rights to broadcast ICC Events in Sri Lanka till January 2028, Including recently concluded T20 World Cup, as the ICC typically prefers to secures long-term partnerships with major media networks and highest bidder.
The media broadcasting rights allocation process is managed in-house by an experienced ICC team dedicated to commercial partnerships, event delivery, and media rights. The process is overseen by the ICC Board and senior executives, with bids often handled through ICC Business Corporation FZ LLC in Dubai.
“Governing body’s commercial team manages the tender, bidding, and distribution of global media rights. Then, the ICC Board and Chief Executives decide on the winning bid” an top ICC Insider told Cricket Age.
The process includes launching an Invitation To Tender (ITT), with recent sales involving complex, region-specific, and separate, men’s and women’s packages.
In all, the allocation right, as always, was reserved only for the Chief Executive. Additionally, for competitive tenders for this particular cycle, the ICC used auditors and had utilized e-auction processes following requests from members like the BCCI.
In such a scenario, it was impossible for any outsider to manipulate or influence it, be it SLC hierarchy or all powerful BCCI.
Though, it seems Sirasa thinks otherwise and sees a role of SLC management in depriving them from securing the broadcasting rights, which is ridiculously hypocritical!
Following an underwhelming T20 World Cup campaign, Sri Lanka have appointed South African Gary Kirsten as their new head coach on a two-year contract as they begin preparations for the 2027 ODI World Cup. Additionally, SLC’s High Performance Centre (HPC) has also been completely restructured.
The overhaul, driven by SLC, aims to improve the team’s competitiveness on the international stage.
All these efforts highlight SLC’s roadmap to bring its cricket back on track.
If SLC is being targeted by Sirasa or anybody else due to poor World Cup performance, then it’s worthy to mention that Australia, Pakistan were also crushed out in the group stage.
If SLC is being targeted due to financial irregularities, it’s worth mentioning that even multiple COPE Investigations couldn’t find anything substantial against them!
If SLC is being targeted due to broadcasting right allocation, the Interested parties must understand the ICC process first, which is so transparent that an amateur cricket fan can also understand it!
