Multi Screen Media (MSM), the parent company of SONY, and ESPN have collaborated to serve sports fans across India and in the Indian subcontinent. This is believed to be a long-term agreement, during which they will be launching new Sony ESPN channels along with a multi-sport website and an app, a statement said. 

The existing SONY KIX channel, which primarily shows football matches, will be rebranded as SONY ESPN and the two companies have taken the initiative to launch a few more channels in the coming months. Alongside SONY SIX, these upcoming channels will cover different genres of sports across the globe. The website and the app too will be extensively covering cricket, football, tennis, the NBA, badminton, field hockey and other popular sports.

"Our partnership with ESPN is just what the sports aficionado has been waiting for," CEO of MSM NP Singh told reporters. "Stylised, insightful sports content presented by the best sportscasters in the business.

"For consumers in India and the subcontinent, sports television viewing will change dramatically since they will soon have access not only to more content but also the widest array of sports lineup, ever available.

"MSM's association with ESPN is holistic and embraces both television and digital formats. Not only are we about to set the frontiers in sports content and distribution but we will most likely set the trends as well.

"Going further, both companies will also explore collaboration on the development of other original sports programs."  

ESPNcricinfo, apart from their extensive coverage of cricket, will also promote the new digital properties and channels. SONYLIV, Sony's will also get extra mileage because of this promotion. 

"ESPN's focus around the world is simple -- to serve sports fans," executive vice-president and managing director of ESPN international, Rusell Wolff, said. "This exciting, long-term collaboration between ESPN and MSM will serve Indian sports fans with exceptional products, content and coverage through the combined strengths and expertise of our two companies, which each have a strong heritage of leadership and innovation in India.

"We are very excited to be working with Sony, one of the leading television channels in India, on the opportunities that lie ahead."