19th April 2022: Disney Star‘s media rights deal with the Premier League has been extended for another three years, until 2025. According to industry reports, the broadcaster would pay $60 million for the three-year rights. The broadcaster will pay $21 million less than it did in the last three-year cycle (2019-20 to 2021-22) when it paid $81 million.
In the past, Disney paid 81 million for a cycle, which lasted three years; presently, they pay 60 million for a cycle. According to another source, the three-year deal includes a $50 million cash component as well as $2-3 million in annual marketing investments.
The source went on to say that the Premier League as a media product has a very limited audience, which explains the reduction in value. Unlike cricket, football matches have extremely little free commercial time (FCT). This reduces the possibility of advertising-based monetization.
In the last six years, Disney Star has helped to increase Premier League viewership by a factor of ten. From making content available in additional regional feeds such as Malayalam and Bangla to developing country-specific campaigns over the years, to organizing on-the-ground activations such as Select FC Screenings and Trophy Tours, Disney Star has left no stone unturned in its efforts to grow the fan base and bring fans together.
Disney Star declined to comment on the financial terms of the Premier League’s media rights deal.
For nearly two decades, Star Sports has broadcasted the Premier League in India. The station currently broadcasts approximately 1000 hours of Premier League material on TV each year, with all 380 games available to stream on Disney+ Hotstar.
According to the firm, Premier League viewing in India has increased by more than tenfold in the last six years. It went on to say that initiatives like regional language commentary in Malayalam and Bangla for crucial matches during the season have contributed to the rise. According to the corporation, regional commentary has resulted in a 3x increase in viewing each match.
The corporation also stated that it has developed significant marketing initiatives, including celebrity-led ads, for the Indian market. The company has organized select screenings for fans to join together and support their favorite teams as part of its offline connection with fans.
It has also collaborated on content with leading Premier League clubs to produce exclusive programming for Indian fans. It also offers the Star Sports Fantasy Cup concept, which allows Indian fans to compete and prove their worth.
Follow and connect us on Facebook, Linkedin & Twitter
