Indian Premier League cricket exceeds English football match value – Deadline


The online auction is over and, as it became clear yesterday, Viacom18 is the big winner of Indian Premier League cricket rights. The company secured the digital rights in India for 410 matches over the next five years for $2.6 billion and today followed the international rights to three of the other major cricketing nations – Australia, Africa South and the UK – for around $420 million more.

Disney, the tournament’s former streaming house, retains the TV rights for the 2023-2027 period, paying $3 billion, while India’s Times Internet company took the US and MENA (rest of the world) rights.

The agreements are a game-changer for two main reasons. First, the combined value of the deals (around $6.2 billion) means the IPL is now the second most valuable sports tournament in the world behind the NFL in terms of value per game, surpassing Las Vegas football. English Premier League and giving rights holder- Board of Control for Cricket in Indian (BCCI) a huge salary.

Second, it is reshaping India’s ultra-competitive streaming market, with Viacom18 – a joint venture of Paramount Global, Reliance Industries and Lupa Systems, owned by James Murdoch – thrust into a leading role it has never had before.

Viacom18 operates Jio, a free streaming service popular with mobile phone users, and will launch Paramount+ in India in 2023. It’s not yet clear where IPL matches will be played or how they will be windowed, but there are plenty of opportunities to growth if handled properly.

For Disney, whose Star India subsidiary previously held all Indian subcontinent rights, losing streaming matches inevitably costs Disney+ Hotstar subscribers, but will save it a huge amount of money. For context, in 2017 Disney paid less than half the combined value of digital TV and rights of that year’s figure ($5.6 billion) for both sets.

Disney had inherited the rights when it acquired the entertainment assets of 21st Century Fox in 2019 and used them to create India’s biggest streaming service within three years.

In a statement, Rebecca Campbell, Disney President, International Content and Operations, said: “We are delighted to extend our association with the Indian Premier League and look forward to delivering the next five seasons across our portfolio of channels. television. We made disciplined deals with a focus on long-term value. We chose not to proceed with digital rights given the price required to secure this package.

“IPL is an important part of our portfolio of TV channels in India, providing an incredible opportunity for us to present The Walt disney The company’s powerful global brands and iconic storytelling, as well as disney Star’s impressive collection of local original content, to millions of viewers in India.

BCCI Honorary Secretary Jay Shah tweeted today: “The digital landscape has changed the way cricket is watched. This has been a big factor in the growth of the game.”

He added: “The BCCI will use the income generated by [the] IPL to strengthen our national cricket structure from the ground up, to strengthen infrastructure and beautify facilities across India and enrich the overall cricket watching experience.

This experience will be key to the future of Indian streaming.


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