The Indian Premier League (IPL), the world’s most lucrative cricket tournament, has set a new benchmark in sports broadcasting, with its media rights for the next five years selling for an unprecedented $6.02 billion (£5.13 billion).
Viacom18, backed by Indian billionaire Mukesh Ambani, secured exclusive streaming rights for the league until 2027, with a winning bid of $3.05 billion. Meanwhile, Disney-owned Star India retained the television broadcast rights, securing the deal for $3.02 billion.
The combined value of these deals more than doubles the previous five-year contract, where Star India had paid $2.4 billion for exclusive TV and digital rights.
IPL Joins Elite Sporting Leagues in Value Per Match
The staggering figures place the IPL among the most valuable sports leagues globally, alongside the NFL in the United States and the English Premier League, in terms of cost per match.
- The TV rights package, covering 410 IPL matches, was sold for approximately $7.36 million (£1 million) per game.
- The digital streaming rights, beginning in 2023, fetched around $6.4 million per match for the annual two-month competition.
The Rise of Streaming in India
Industry experts see this as a defining moment for digital broadcasting. Mihir Shah, Vice President of Media Partners Asia, noted that the digital rights valuation exceeding television reflects the growing dominance and future potential of streaming in India.
Impact on Indian Cricket
Jay Shah, Secretary of the Board of Control for Cricket in India (BCCI), emphasized that the revenue generated from the IPL plays a vital role in developing grassroots cricket across the country.
“These funds help improve infrastructure and facilities for aspiring cricketers. Now, it’s time for our state associations and IPL franchises to work together to enhance the fan experience and ensure our biggest stakeholders—the fans—are well taken care of.”
The IPL remains one of the most-watched sporting events globally, attracting the world’s top cricketers with lucrative contracts, ensuring its continued dominance in the cricketing landscape.
