Abu Dhabi T10's innovative ways to reach out to more and more cricket fans around the world

  By K.R. Nayar

T10 is a format that took everyone by surprise but has now turned out to be a successful and popular one. Today it is being talked about as the ideal format for the Olympics too. The fifth edition of Abu Dhabi T10 has joined hands with Viacom18, one of India’s leading media & entertainment networks to reach out to a wider audience. Unlike other leagues, this event has cricketers from India and Pakistan playing together with the best limited over specialists from around the world

When it comes to innovation to make a cricket format more attractive, Abu Dhabi T10 has been at the forefront.  This format which was born in UAE, a non-Test playing country, has won the hearts of cricket lovers around the world. The oncoming edition, starting on November 19, 2021, will reach out to cricket fans around the world in a big way with Viacom18, one of India’s leading media & entertainment networks, bagging exclusive TV and digital rights for the Abu Dhabi T10 series.

The series will premiere live on Colors Cineplex SD (Hindi), Colors Cineplex HD (English), Rishtey Cineplex (Hindi), Voot, and Jio. Abu Dhabi T10 has proved how cricket can be made entertaining for anyone and that it is one of the easiest paths to attract more people into the game. Viacom18 too outlines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema.

Irfan Pathan

The unique feature of Abu Dhabi T10 is that unlike other leagues being held here, one can witness India and Pakistan cricketers playing together. Top cricketers from all countries play in this event. The fifth edition will witness India’s Irfan Pathan and Yusuf Pathan playing alongside Shahid Afridi, Muhammad Amir, Babar Azam, Wahab Riaz, England limited over cricket captain Eoin Morgan, along with David Miller, Dawid Malan, Faf Du Plessis, Jason Roy, Chris Gayle, Dwayne Bravo, Kieron Pollard, Colin Munro and Imran Tahir.

Babar Azam

After the partnership agreement, the two heads of Viacom18 spoke about the reach that this event would generate. Nina Elavia Jaipuria, Head – Hindi Mass Entertainment and Kids TV Network, Viacom 18, said, “Sporting events have always attracted a wide spectrum of audiences and we have been successfully experimenting with sports content on our network. The Abu Dhabi T10 collaboration is a bold step in further enhancing our sports content mix and we are hopeful it will help us expand our viewer and sponsor base.”
Rohan Lavsi, Business Head - Hindi Movies Cluster, Viacom18 added, “We are excited to bring to our extensive cricket fanbase in India the unique, snackable, high-energy T10 format. It is our vision and constant endeavour to present our viewers with an unmatched entertainment experience that doesn’t require an episodic commitment. Movies and sports fit this vision and in that sense are quite complimentary as a variated content mix. This belief has been validated by both our viewers and advertisers as we witnessed significant uptakes whenever we have showcased sports – be it the NIDAHAS Trophy (Sri Lanka’s tri-nation cricket series) or the RSWS (Road and Safety World Series T20 competition) .”

All editions of the Abu Dhabi T10 have been held under sanction of the International Cricket Council (ICC) and licensed for ten years by the Emirates Cricket Board. The format will have eight participating teams, each representing a region from the subcontinent such as Delhi Bulls, Pune Devils, Bangla Tigers, Deccan Gladiators, Maratha Arabians, Qalandars, Northern Warriors and Team Abu Dhabi. 

Matthew Boucher 

Matthew Boucher, CEO of Abu Dhabi Cricket that has successfully set the stage for the event and ensured that the action and facilities are of the highest order, said, “Broadcasting the Abu Dhabi T10 to homes in the Indian subcontinent on one of the leading television and streaming channels in the country makes this media agreement truly unique as global multiplatform viewership is a priority for us as a host destination partner. Together with the Abu Dhabi Sports Council and the Department of Culture & Tourism Abu Dhabi, we are thrilled to continually evolve the Abu Dhabi T10 into an event that drives growing audiences every year – digitally and otherwise.”

Shaji Ul Mulk 

Shaji Ul Mulk, Chairman T10 Sports Management, who envisaged this format, said, “The AbuDhabiT10 has grown by leaps and bounds over the past four seasons and has generated keen interest globally and gained tremendous traction in India. To our ever-growing list of fans and followers, we promise an even more exhilarating experience through one of the India’s best media and entertainment networks- Viacom18”.

Mubashshir Usmani

Mubashshir Usmani, General Secretary of the Emirates Cricket Board, is delighted that an event held under the auspices of the board has been growing in popularity over the years. “Starting out in 2017, we are happy with the growth that AbuDhabi T10 has achieved over the years. The advent of this league has provided a huge platform for our domestic players. This league has provided entertainment to cricket fans in India, and we are pleased that Viacom18 is now aligned with the league to further enhance the reach on its varied TV channels and Digital Platforms,” he noted. 

Abu Dhabi T10 series will premiere from November 19, 2021, live on Colors Cineplex SD (Hindi), Colors Cineplex HD (English), Rishtey Cineplex (Hindi), Voot and Jio. Rise Worldwide, India’s largest sports, lifestyle and entertainment company, facilitated the deal. 

Abu Dhabi T10 has never hesitated to be part of brands that have created a mark in their field and Viacom18 Media Pvt. Ltd., which is one of India’s fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences, is their latest addition.