Will the $6 Billion IPL Cricket Series Mean Disney is Hit for Six in India?
Patrick Frater Asia Bureau Chief In cricket-mad India the upcoming Indian Premier League tournament could be a watershed for the country’s jostling media empires, according to Singapore-based consultancy and analysis firm, Media Partners Asia. Video rights for the tournament were split between incumbent pay-TV player Disney Star India, which paid close to $3.1 billion for broadcast rights to the five 2023-2027 editions, and Viacom18, which is backed by Mukesh Ambani’s Reliance Industries Limited (RIL) and Paramount (as a minority stakeholder), in partnership with financier Bodhi Tree Systems. It paid a similar sum for the separate digital rights. Media Partners Asia estimates that advertising revenues spawned by the two-month 2023 competition will end up around $550 million – representing a clear loss on the annualized cost of $1.2 billion, or roughly $600 million per conglomerate, for the tournament rights. (The analysis firm forecasts that RIL will earn $300-350 million in ad sales, while Star’s best-case scenario is $220 million.)