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Sky has expanded access to its Women’s T20 World Cup coverage by making more matches available to a broader audience, helping increase visibility for the tournament beyond traditional pay-TV subscribers.
The move reflects the growing importance of women’s sport in broadcasters’ content strategies, as networks seek to build larger audiences, attract sponsors and strengthen engagement with premium live events.
By opening up selected coverage, Sky can reach casual viewers and new fans while supporting the wider commercial growth of cricket. Greater accessibility is also likely to benefit advertisers looking to align with fast-growing women’s sports properties.
The decision underlines a broader industry trend where broadcasters are using a mix of subscription and free-to-view models to maximise both reach and revenue around major sporting events.
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