This is the first time the ICC has unbundled its media rights, choosing to sell them territory by territory. In August last year, the ICC sealed a deal in the Indian market for an undisclosed sum. That winning bid, thought to be in the region of just over US$ 3 billion, came from Disney Star* and covers both television and digital rights to men's and women's global tournaments between 2024 and 2027. Days after the winning bid was announced, Disney Star announced it would in turn be licensing part of the rights to Zee Entertainment Enterprises in another landmark deal.