Cricket and IPL embody the best of sport, says Nita Ambani after Viacom18 secured digital streaming rights for 2023-27

Viacom18 has acquired the digital streaming rights for the Indian subcontinent for the Indian Premier League (IPL) seasons between 2023 and 2027, the latest IPL media rights auction ended on Tuesday.

The digital streaming rights were sold to Viacom18 for Rs 20,500 crore and apart from that the company also secured the rights to stream 18 non-exclusive marquee games per season for the next five year cycle. These games include the opening game of the season, four players, and the final and evening games of the double headers.

Nita Ambani, director of Reliance Industries Ltd, said in a statement released by Viavom18 that cricket, and IPL in particular, embodies the best of sport.

Nita Ambani

Nita Ambani.

“Sport entertains us, inspires us and brings us together. Cricket and IPL embody the best of sport and the best of India which is why we are proud to deepen our connection to this great game and wonderful league. As with everything we do, our mission is to bring the joyful experience of IPL to cricket fans wherever they are – in all parts of our country and around the world,” said Nita Ambani.

In the statement, Viacom18 said the company is building the digital platforms of the future.

“Viacom18 has outbid top broadcasters and digital companies to establish itself as the leading digital media, entertainment and sports destination. With their wide reach, strategic connections and increasingly popular content bouquet, Viacom18’s digital platforms are poised for leadership in India and among the Indian diaspora globally. With these IPL rights, Viacom18 will be able to bring India’s biggest sporting event to every nook and cranny of the country. It will make IPL available to every Indian across all parts of India, including the 60 million FreeDish households who are unable to access this popular content today,” the company said in its statement.

“Viacom18 has proven that it is building the digital platforms of the future while continuing to strengthen traditional television delivery. It has state-of-the-art digital expertise to deliver the best possible user experience to hundreds of millions of Indian and global consumers. The digital platforms leverage a combination of world-class content and digital capabilities through big data analytics and predictive algorithms to offer contextualized and relevant content to every consumer,” it added.

The company said in its statement that it would be an “extraordinary” opportunity for advertisers to reach a much younger audience.

“This is an extraordinary opportunity for advertisers to reach a larger, younger, more relevant and highly engaged audience. The targeting opportunities due to Viacom18’s strategic partnership with Jio will be unprecedented,” the company added.

While Viacom18 won the streaming rights for the next five IPL seasons, Disney Star won the television rights for Rs 23,575 crore.

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