India vs Japan: historic T20 cricket match draws global streaming giants' attention
On Tuesday, September 22, a one-off T20 cricket match between India and Japan will be played in Sano, Japan, organized as part of celebrations marking 75 years of diplomatic relations between the two countries. Global streaming platforms Netflix, Amazon, YouTube and DAZN are bidding for broadcast rights, with live cricket potentially coming to Netflix for the first time.
What's happening
On September 22, 2026, the Sano International Cricket Ground in Tochigi Prefecture, Japan, hosts an unusual one-off T20I match between India and Japan. On paper, it is a heavily mismatched contest — world champions India facing Japan, ranked 41st, as reported by Hindustan Times. Despite this, the match has generated unusually strong commercial interest.
A 75th-anniversary backdrop
According to Hindustan Times, the fixture is part of the "Sport 75" initiative, marking 75 years of diplomatic relations between India and Japan. It is this symbolic significance, rather than competitive intrigue, that is driving much of the international attention. In India, the match kicks off at 9:30am local time on Tuesday — outside prime viewing hours.
Broadcast rights and streaming interest
In India, TV rights have been secured by Star Sports, while digital rights went to FanCode. Global rights, with bids reportedly set to be opened within a day, have attracted interest from major international streaming players, including Netflix, Amazon, YouTube and DAZN, according to Hindustan Times. Industry expectations point to record broadcast revenue for a single T20I, with particular attention on the possibility that Netflix could stream live cricket for the first time. Global production, broadcast, distribution and marketing rights belong to ITW Universe; its co-founder Bhairav Shanth said the interest from major streaming platforms validates the opportunity the company identified in the fixture.
Sponsors and cricket's growth in Japan
Japanese carmaker Suzuki has become the match's title sponsor, while associate sponsors include TCS, Mitsui Knowledge Industry, MUFG Bank and sportswear maker Mizuno. Naoki Alex Miyaji, CEO of the Japan Cricket Association (JCA), said bringing the Indian team to Japanese soil marks a defining milestone for the sport's growth in the country and will inspire a new generation of cricket enthusiasts.
Link to the Asian Games
India's T20I squad, led by Shreyas Iyer, is in Japan partly in connection with the Asian Games (September 19–October 4), whose cricket competition runs from September 24 to October 3. As defending champions, India go straight into the quarter-finals and begin their campaign on September 28.
Meanwhile, Yahoo Sports has published viewing details for the match, including live stream and TV channel information, confirming the fixture's broad international audience interest ahead of kickoff.
