In a significant move for the Indian sports broadcasting industry, JioStar has secured the media rights for the English Premier League (EPL) for the 2025-2026 to 2027-2028 seasons.
The deal, valued at $65 million, is a pivotal step for the newly formed entity and highlights the ongoing evolution of sports media in India.
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JioStar’s Historic Deal for EPL Rights
As confirmed by Economic Times (ET), JioStar has finalized a three-year media rights agreement with the Premier League for broadcasting the competition across India.
The agreement is valued at $65 million, which includes $54 million as the rights fee and $11 million earmarked for marketing initiatives to boost the EPL’s presence in the country. This deal marks a slight increase from the previous $60 million agreement, which covered the 2022-2025 cycle, wherein $50 million was allocated to rights fees, and $10 million for marketing.
The Formation of JioStar and Stakeholder Support
JioStar is a newly established broadcasting entity created by the merger of Star India and Viacom18. The joint venture is backed by major players, including Reliance Industries, Walt Disney, and Bodhi Tree Systems. While both JioStar and the Premier League have declined to comment on the specifics of the deal, industry sources have confirmed the details of the agreement.
EPL Explores Other Options Before Finalizing Deal
Before concluding the agreement with JioStar, the Premier League reportedly explored options with other Indian broadcasters such as Sony, FanCode, and Eurosport. In a significant shift, Star India, which previously held the EPL rights, decided not to renew its contract, marking a notable change in India’s sports broadcasting landscape.
Sony, with its dominant position in European football, now owns the rights to major football tournaments like the UEFA Champions League and the UEFA Euro, while Viacom18’s acquisition of FIFA World Cup 2022 rights further diversifies their sports offering.
The Declining Value of EPL Rights in India
Over the last decade, the value of the Premier League’s Indian media rights has seen a steady decline. From a peak of $145 million for the 2013-2016 cycle, the rights fell to $100 million (2016-19), then to $81 million (2019-2022), and now $60 million for the current period. This drop is attributed to factors such as reduced competition among broadcasters, declining TV viewership, monetization challenges, and the intensifying rivalry in the broadcasting market.
Despite the declining value, the EPL continues to be regarded as a top-tier sports property in India, driven by the rising popularity of international football clubs like Manchester City, Liverpool, Real Madrid, and FC Barcelona. Analysts believe that although the value has decreased, the current deal still represents a sustainable and attractive price point for the Indian market.
The IPL and Cricket’s Dominance in Indian Broadcasting
The new deal also coincides with Sony Pictures Networks’ acquisition of the Asian Cricket Council’s (ACC) media rights for $170 million, highlighting cricket’s unshakable dominance in Indian sports broadcasting. Nonetheless, football, and specifically the EPL, still maintain a solid following, attracting dedicated viewers and subscribers among Indian football fans. As India’s sports media landscape diversifies, the EPL remains a key player in the nation’s subscription-driven sports market.
This deal further reinforces the evolving sports broadcasting ecosystem in India, with the Premier League adapting to new challenges while maintaining its appeal. With growing football fanbases and investment in global leagues, JioStar’s partnership with the EPL marks an exciting new era for football broadcasting in India.
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FAQs
What is the value of JioStar’s new deal with the English Premier League?
JioStar’s media rights deal for the EPL is valued at $65 million, covering the 2025-2026 to 2027-2028 seasons. This includes a $54 million rights fee and an $11 million marketing commitment.
When does JioStar’s agreement with the Premier League begin?
The agreement will begin with the 2025-2026 season and will run for three years, ending with the 2027-2028 season.
What changes occurred in India’s EPL broadcasting rights landscape?
JioStar secured the rights after Star India decided not to renew its contract. Prior discussions also involved broadcasters like Sony, FanCode, and Eurosport.
Why has the value of EPL rights decreased in India over the years?
The decline in value is attributed to reduced competition, a decrease in TV viewership, monetization challenges, and growing rivalry among broadcasters.
How does the EPL’s value compare to other sports broadcasting rights in India?
Despite the decline in EPL rights, it remains a top-tier property in India, even as cricket dominates, with Sony acquiring the Asian Cricket Council’s media rights for $170 million.
