Mumbai: Disney-Star retained the TV media rights while Viacom18 won the digital property of the Indian Premier League’s 2023-27 cycle for the Indian subcontinent as the Board of Control for Cricket in India (BCCI) earned Rs 48,390 crore, board secretary Jay Shah announced this week.
In a first of its kind e-auction conducted by the BCCI for three days, Star’s winning bid TV rights (Package A) was worth Rs 23,575 crore (Rs 57.5 crore per match) whereas Viacom18 shelled out Rs 23,758 crore to claim Packages B & C for digital rights exclusively. Viacom 18 also got the rights for Australia, South Africa, UK regions in Package D while Times Internet got the MENA and US.
Overall, the figure of Rs 48,390 crore, an unprecedented number in Indian sports broadcast industry, is nearly three times the price (Rs 16,347.50 crore) at which BCCI sold the media rights for the previous cycle (2018-22) in 2017, highlighting the value of the brand IPL that has exceeded expectations in terms of its growth.
The auction also underlined India’s growing digital economy and the potential of its markets, with Viacom18’s bid fetching the IPL a higher sum than the TV’s winning bid.
After the end of e-auction, BCCI secretary informed about the winners of different packages and the respective amount for bagging the rights.
“Since its inception, the IPL has been synonymous with growth & today is a red-letter day for India Cricket, with Brand IPL touching a new high with e-auction resulting in Rs 48,390 crore value. IPL is now the 2nd most valued sporting league in the world in terms of per match value!,” said Shah in his tweet.
“I am thrilled to announce that STAR INDIA wins India TV rights with their bid of Rs 23,575 crore. The bid is a direct testimony to the BCCI’s organizational capabilities despite two pandemic years.
“Viacom18 bags digital rights with its winning bid of Rs 23,758 cr. India has seen a digital revolution & the sector has endless potential. The digital landscape has changed the way cricket is watched. It has been a big factor in the growth of the game & the Digital India vision,” he added.
Notably, for the first time, the BCCI had split the IPL’s TV and digital rights, offering the bidders four packages: (A) India sub-continent television, (B) India sub-continent digital, (C) India digital non-exclusive special package and (D) Rest of the world.