INDIA SPORTS BUSINESS TOP 10 deals / news
Star India further created leadership position for itself with the acquisition of the Board of Control for Cricket in India media rights. In the first ever live e-auction for sports media rights, Star India outbid Sony Picture Network challenge with the successful consolidated bid of ₹6,138 crores to acquire all the BCCI media rights for a five-year cycle (2018-2023). Star India now holds broadcast rights for the cricket’s most premium properties, including the Indian Premier League and the International Cricket Council. This deal is historic in nature because it created new per-match benchmark for team India’s home game i.e 60.18 crore. The per match value in the last rights cycle was 43.2 crore every game.
With this acquisition, SPN’s exclusive cricket portfolio now includes most of the major international cricket boards, namely, Cricket Australia, England and Wales Cricket Board (ECB), Pakistan Cricket Board, Sri Lanka Cricket, Cricket South Africa, Cricket West Indies and Zimbabwe Cricket Board. Though the financial terms of the deal were not revealed but as per the InsideSport sources, the deal is in the range of USD 200 Million for the period of 5 years
In one of the biggest endorsement deal by the Indian brand, Hero MotoCorp renewed their corporate partnership deal with Golf world’s biggest icon Tiger Woods. Woods will continue to be Hero MotoCorp’s Global Corporate Partner for the next four years. India’s leading two-wheeler brand announced the extension of their partnership with the iconic golfer. Hero MotoCorp and Woods’ association began in 2014 and the announcement of the renewal of their partnership was made on the eve of the Hero World Challenge, which sees the world’s top 18 golfers compete at the Albany, Bahamas. According to the sources, Hero MotoCorp is shelling our 150 Cr for 4 year relationship with Woods. This deal will once again enable Hero to bring Woods back in India either in year 2020 or 2021.
If one deal created the most impact in the non-cricket market of Indian sporting eco-system, it was Tata Motors partnership with Indian Wrestling and Sporty Solutionz. In first of its kind, Tata Motors signed up as principal sponsor for the Indian Wrestling for period of 3 years. This partnership is hailed as one of the biggest non-cricket, sports-brand
Indian Premier League last year was in news for the ₹16,347.50 crore media rights bid from Star Sports, in 2018 cricket world’s richest professional entity made headlines for JSW Sports acquisition of Delhi Daredevils 50% equity stake from GMR Sports. The deal was reportedly inked for total valuation of ₹1,100 crores ($169 Million). This ensured the GMR Sports, the Delhi Daredevils founder owners, recoup their investments and still retaining 50% stake in the IPL franchisee. This being the first ever stake sale for any franchise of the Indian Premier league, the significance of the deal further increases.
The year 2018 saw historic performance by India’s Hima Das in the athletic track. Das at the age of 19 won India’s first ever world championship Gold medal at the World Under 20 championships. Seizing up the opportunity, Adidas India announced a tie-up with India’s rising and most promising athlete Hima Das. The young athletic sensation has been appointed as the brand ambassador of the Indian entity of the German global sportswear giant. This deal is important in Indian sporting landscape because till date the iconic brand has always shown trust on Indian cricketers as their brand ambassadors. For the first time brand announced tie-up with non-cricket sportsperson in the country which clearly shows the growth of non-cricket genre in the country.
La-Liga one of the most followed football league globally created another first for the Indian sports market. For the first time ever any global sporting property decided to tie-up for their media rights with digital platform. La-Liga tied up this year with Facebook for its live sports broadcast in India. The social media giant exclusively acquired the La Liga broadcast rights for the India, which also happens to be Facebook’s maiden sports content acquisition for the Indian sub-continent territory. The deal was clear testament to the fact that the global sports media rights eco-system is changing and digital giants like Facebook, Twitter, Amazon and others will play huge role in Sports Broadcast going forward. Post the acquisition, Facebook tied up with Sony Pictures Network for La-Liga broadcast in India.