By Our Staff
The Board of Control for Cricket in India has awarded Viacom18 the contract for media rights all its international and domestic matches from September 2023 to March 2028. As part of the process, an e-auction was conducted yesterday (August 31) where eligible bidders were permitted to participate to determine the successful bidder. India is expected to play 88 matches over the next five years. This includes 36 T-20 internationals, 27 ODIs and 25 Tests.
Viacom 18 has acquired the rights for a cumulative figure of Rs 5,963 crore, pipping Sony Pictures Network, by a few hundred crore. Disney-Star was third in the fray. The awarding of the contract is, as a communique from BCCI notes, “subject to execution of definitive documentation and completion of formalities as required by BCCI, and other obligations specified in the ITT being completed”.
Viacom18, it may recalled, already owns the digital rights for IPL.
Said BCCI President, Roger Binny: “The recent BCCI e-auction has unequivocally demonstrated the vigour of cricket in India. The remarkable journey of Indian cricket, its meteoric rise on the global sporting arena, owes its success to the unwavering trust that people have vested in the BCCI leadership and its dedicated workforce. With the staunch support and collaboration of every stakeholder within our cricketing ecosystem, I am confident that we will continue to propel the brand BCCI to uncharted territories on the global sports stage.”
Added BCCI Honorary Secretary, Jay Shah: “It fills me with immense joy and a profound sense of pride to witness the remarkable growth of brand BCCI. Today’s e-auction has propelled BCCI into the upper echelons of per-match media rights valuation, marking a monumental stride in our journey. Throughout this process, we have steadfastly upheld the principles of transparency and fairness, ensuring that all stakeholders are treated equitably. I extend my heartfelt congratulations to Viacom18 for emerging successful in the e-auction, and I express my sincere gratitude to all the bidders who participated in this process. Their involvement underscores the industry’s confidence in India Cricket. I also want to acknowledge the role of market forces in reinforcing their belief and trust in us.
Our underlying goal remains to strike a harmonious equilibrium between cricket and commercial interests. BCCI remains deeply committed to nurturing sports development in India through the medium of cricket. The revenue generated from media rights is an essential catalyst for nurturing grassroots cricket across the nation—a cause that resonates deeply with us. It’s the legacy we leave behind and the positive impact we create in our country’s cricketing ecosystem that truly matters.”
Added N P Singh, MD & CEO, Sony Pictures Networks India, in a statement: “We extend our heartfelt congratulations to the BCCI for a transparent and efficient e-bidding process and to the winners for securing the bilateral media rights. Our disciplined bid was grounded in market forecasts and a long-term growth strategy. We remain committed to delivering top-tier sporting entertainment as we continue to see growing enthusiasm across various sports genres.”







