Viacom18 targets advertisers for IPL on the back of Jio

Mukesh Ambani-backed Viacom18 winning the digital rights to IPL will help the network and its telecom arm Jio grab advertising revenue. The IPL rights will help the company penetrate deeper in the telecom space.

"This will be an exceptional opportunity for advertisers to reach a larger, younger, more relevant and highly-engaged audience. The targeting opportunities because of Viacom18’s strategic partnership with Jio will be unparalleled," said the company in a statement on Tuesday.

“Sports entertain us, inspire us and bring us together. Cricket and IPL personify the best of sport and the best of India, which is why we are proud to be deepening our association with this great game and this wonderful league. Just like with everything we do, our mission is to take the joyful experience of IPL to cricket fans wherever they are - in every part of our country and around the world” said Nita Ambani, Director, Reliance Industries Ltd.

Viacom18 has acquired the rights to digitally stream Indian Premier League matches in the Indian sub-continent for the seasons from 2023 to 2027. It has also won the India digital rights for a special package of 18 games in every season. Globally, Viacom18 has won television as well as digital rights in three out of five international territories, including major cricketing nations.

Viacom18 outbid other broadcasters and digital platforms to establish itself as a digital media, entertainment and sports destination.

In a statement to the media, it said, "with its wide reach, strategic tie-ups and increasingly popular content bouquet, the digital platforms of Viacom18 are gearing up for leadership in India as well as with the Indian diaspora globally.

With these IPL rights, Viacom18 will be able to take India’s biggest sporting event to every nook and corner of the country. It will make IPL available to every Indian in every part of India, including the 60 million FreeDish homes which today are not able to access this popular content."

After bagging a slew of sporting rights in soccer (FIFA World Cup, La Liga, Serie A and Ligue1), badminton, tennis and basketball (NBA), this is the first major foray of Viacom18 into cricket.