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June 8, 2009

Sky Sports awarded ICC deal

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by David Allen

The sports arm of BSkyB, Sky Sports, has strengthened its hold over the broadcasting of live sport to the UK, by signing a new deal with the ICC to show all of the cricket matches run by the organisation in the two years up until 2011.

Sky Sports will be able to broadcasts live coverage of the following events, as well as highlights and other associated programmes.

1) ICC World Cup
2) ICC World Twenty20
3) ICC Champions Trophy
4) Women’s and under-19s cricket

The programming is not limited to just satellite TV either.

Sky Spots will be using all platforms to reach new viewers, like the internet, mobile phone network and of course the Sky Sports channels.

The deal will also mean that the Ashes this year will be the first to be broadcast in HD.

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