Viacom18 secures women’s IPL media rights for ₹951 cr

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New Delhi: Viacom18 has acquired the total media rights of the upcoming Women’s Indian Premier League (WIPL) 951 crore over five years to 2027, decisively leaving behind its only competitor, Disney Star.

Reliance Industries Limited-controlled-broadcaster will pay per match fee The Board of Control for Cricket in India (BCCI) on Monday announced Rs 7.09 crore for the rights of the Women’s T20 Cricket League for a period of five years.

In a tweet, BCCI secretary Jay Shah called it a “huge victory for women’s cricket”. Shah later said in a statement. “It is a commitment I made to the board and our women cricketers and today, we have taken a huge leap forward.”

In total, eight tender documents were received. Others who bought the document but did not bid included broadcasters Sony Pictures Networks India and Zee Entertainment Enterprises Ltd, and sports streaming platform Fancode, owned by Dream 11.

Viacom18 is expected to lose somewhere between 300-500 crore over a period of five years, according to an industry analyst on condition of anonymity.

But advertising specialist Sandeep Goel, managing director of RediFusion, said the women’s IPL should not have a problem selling its advertising inventory.

“Viacom18 is likely to make money as a 30-second ad spot will work for approx 4-4.5 lakhs during matches. Getting this kind of money is not a big deal as it is just one-third of the cost of a men’s IPL ad spot. 15 lakh per 30 sec. If Kabaddi can make money, it will not be a problem. The real question to answer would be how do they get more women to watch the game,” he asked.

This is the first time that BCCI will auction the first media rights as it will help the team owners to figure out their business model based on the expected revenue from the media rights deal. The BCCI will share 80% of the revenue from media rights as well as ground sponsorship equally among the five teams.

On January 25, the BCCI will auction five teams for the WIPL, and the inaugural season is likely to begin in early March. The first three seasons will have 22 matches, while after the third season one more team will be added to the tournament, taking the total number of matches to 34.

It is learned that 30 companies, including the owners of all 10 IPL franchises, have taken the tender documents for WIPL franchises.

Prime Volleyball League CEO and cricket analyst Joy Bhattacharya said that it is expected that Viacom18 will get access to a large user base which they can then monetize. “They have pretty deep pockets and don’t have an ROI-driven approach at this point of time and they believe in their product and they will ultimately be winners,” he added.

Bhattacharya said that when the IPL first started it attracted a lot of women and children, especially during the summer months when a lot of advertisers wanted to attract consumer attention to categories like cold drinks and white goods like air conditioners and refrigerators. were. “And so getting a female audience shouldn’t be a big problem,” he said.

Viacom18 also holds the men’s IPL digital rights, for which it acquired 23,758 crore, while the Disney star retained the TV rights 23,575 crore for a period of five years starting from 2023 during a three-day auction in June last year.

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