Banijay Asia and Sporting Beyond join forces to develop cricket entertainment
financialexpress.comBanijay Asia and Sporting Beyond have announced a strategic partnership aimed at redefining the landscape of cricket entertainment through content and live events. Reportedly, this collaboration is set to explore ways of merging cricket and entertainment, together called cricketainment.
“I believe this partnership is a step in reinforcing our sports and live events vertical. By merging Shastri’s cricket expertise with our content creation capabilities, we aim to deliver cricket entertainment experiences,” Deepak Dhar, founder and group CEO, Banijay Asia and EndemolShine India, commented.
Together, they aim to deliver premium and tailored content for cricket enthusiasts, across the globe. It’s believed that the collaboration syncs in with Banijay’s launch of Banijay Sports, underscoring its aim to expand across the sportainment, documentary, and digital sectors through strategic partnerships, content investments, and M&A activities.
“I think partnering with Banijay Asia is a chapter that allows us to blend cricket with entertainment. We are looking forward to bringing our experience to the table and together, aim to captivate the audiences,” Ravi Shastri, founder and director, Sporting Beyond, added.
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