Jio Star Acquires Premier League Rights For India
Falling TV viewership and reduced competition have led to a steady decline in EPL’s Indian media rights value over the past decade yet the deal represents a slight increase from the current $60Million
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Well, well, well! Apologies for the month-long radio silence, folks. I was off enjoying a much-needed relaxed break in India. Celebrated Diwali (ate way too many calories, no regrets!) and, oh yes, witnessed the BJP bag another election victory—classic! But hey, that’s a saga for another day.
Now, just as I touched down over the weekend, I caught wind of Mukesh Ambani pulling off yet another power move. The man’s on a roll, adding a serious flex to his Viacom18 sports broadcasting and streaming empire. Honestly, just like most of the sports marketers—I did see this one coming, and here’s why…
JioStar's OTT platform offers unparalleled reach in India, where affordable data plans have catalyzed a digital revolution. Streaming EPL matches on JioStar ensures accessibility across urban and rural areas, potentially tapping into millions of new viewers.
The $11 million earmarked for marketing EPL in India can be strategically used to create localized campaigns. Engaging with regional influencers, hosting interactive fan events, and leveraging social media can build stronger connections with Indian audiences.
While cricket dominates, football has been gaining momentum, especially among the youth. The EPL's unique blend of high-paced action and world-class talent can position it as a complementary spectacle to cricket in the Indian sports ecosystem.
As a joint venture of Star India and Viacom18, backed by Reliance Industries, JioStar can integrate EPL promotions across multiple platforms—TV, streaming, telecom services, and retail. Cross-promotional strategies can provide unprecedented visibility.
Localized programming, including commentary in regional languages, post-match analysis, fan-centric content, and more importantly, various players and staff camera angles, can make the EPL more relatable to Indian audiences, boosting engagement levels.
Unlike cricket, football has the potential for year-round viewership due to its extended calendar. EPL’s consistency and high-stakes matches can drive subscriptions, creating a sustainable revenue stream for JioStar while fostering loyalty among fans.
EPL clubs like Manchester United, Liverpool, and Chelsea already enjoy a strong following in India. Exclusive behind-the-scenes content, club merchandise tie-ups, and fan interactions via JioStar can turn casual viewers into die-hard supporters, exactly how they do with the IPL.
Partnerships between JioStar, EPL, and Indian football leagues (such as the Indian Super League) could encourage a stronger grassroots football culture in India. This synergy can create a pipeline of future fans and players inspired by the EPL.
JioStar can integrate features like live match statistics, fantasy leagues, and interactive polls during EPL matches. These elements can make viewing a more engaging and personalized experience, helping retain audiences across seasons.
With EPL media rights in India dropping from $145 million to $65 million over a decade, this deal provides an opportunity to reverse the trend. By innovating with digital-first strategies and focusing on viewer engagement, JioStar can drive a resurgence in EPL’s perceived and actual value in the Indian market.
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Today’s recommended podcast…
On this episode of StreamTime Sports, co-hosts Nick Meacham and Chris Stone are joined by technology editor Steve McCaskill as he shares his insights from this year’s SPORTEL event. In Monaco every year the likes of the NFL, Premier League and the NBA, get together with all of the major broadcasters at Sportel to work on the deals that shape the media industry.
The sports media industry is buzzing with whispers about its future, particularly regarding the shifting dynamics of sports media values. Industry leaders like Javier Tebas and LaLiga are raising concerns about the role of big tech in facilitating piracy, arguing that tech platforms must do more to protect broadcast rights and ensure content integrity.
Meanwhile, companies like Two Circles are making headlines with strategic growth moves, such as the acquisition of Spring Media, signaling a broader trend of consolidation and diversification within the sector.