Global media rights were won by Times Internet. Today IPL’s per-game valuation is second next to NFL.
The IPL franchises are going to gain a lot more from this boost in the value of media rights.
The rights were sold via an e-auction, which began on Sunday, June 12. Rights were sold across four categories: A (TV rights in the Indian subcontinent), B (digital rights in the subcontinent), C (digital rights in India to a special package of high-profile games – including the playoffs and the final – ranging between 18 and 22 per season) and D (global media rights across five separate regions).
This was the second time the BCCI used an e-auction to sell rights after it was introduced in 2018 for the sale of India’s bilateral cricket rights. In 2018 Star India won the global media rights for Indian cricket in a five-year deal (2018-23) worth INR 6138 crore (at the time US$ 944 million approx.). The average cost per match was about INR 60 crore (at the time US$ 9.2 million approx.), which is nearly half that of the IPL’s per-match value in this cycle.
In addition to the apparent windfall profits for BCCI, this blockbuster transaction will bring a huge cash bonus to IPL franchises, whose central revenue share will rise to nearly $ 500.
Digital rights are in high demand
In this cycle of rights, digital rights have surpassed the price of television and become the biggest driver of the growth in the value of IPL rights. The winning bid for digital rights on the subcontinent alone was 13% higher than Star India’s overall bid for global joint rights [TV and digital] in 2017. The importance and rapid growth of the digital footprint in the Indian market can be measured by the fact that in 2017, the highest bid for digital rights was INR 3,900 million (gross $ 0.61 billion) via Facebook. [Despite the high bid, Star took over Facebook’s digital rights with a joint bid.]
The highest bid for television rights on the subcontinent was 17.3% higher than the base price for the game of INR 490 million (estimated at $ 6.3 million) set by the IPL. The corresponding figure for digital rights in the region recorded a huge jump of 51.5% higher than the base price per game of INR 33 million (estimated at 4.2 million USD). Package C – India’s digital rights to select high-profile games – rose from a base price of INR 16 million (approximately $ 2.05 million) per game to INR 33.24 million ($ 4.26 million, an estimate), an increase of almost 108%.
BCCI Secretary Jay Shah said the trends reflect a shift in digital viewers. “There will be an estimated 560 million digital viewers in 2017 and 665 million in 2021. You expect it to grow even more in the coming years,” PTI said. “There will be 900 million Internet users in India by 2024. Linear broadcasting (TV) will, of course, remain, but there will be a switch to digital broadcasting, so you know the cost.”
Rebecca Campbell, president of International Content and Operations at Walt Disney Company, told Disney Star that she focuses on television rights instead of digital: “We create disciplined offerings that focus on long-term value. We have chosen not to maintain the digital rights provided. the price necessary to secure this package.
We will explore other rights in multiplatform cricket, including future rights for the ICC and BCCI, which we currently have until the 2023 and 2024 seasons.
* ESPNcricinfo and Disney Star as part of the Walt Disney Company. IndiaIndian Premier League
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