Broadcasting rights for the IPL, which are among the most lucrative in the country, are set to get consolidated from next year. Will this consolidation rain sixes for broadcasters, or will it impact the advertising run rate?
ICC, in a media release, said, "Disney Star will be the home of all ICC cricket in India for the next four years having won the TV and digital rights to both men's and women's global events through to the end of 2027."
The broadcaster will pay 92 per cent more in rupee terms to retain the rights, where viewership across matches is completely linked to India's performance.