Star retains BWF rights in India
Star India, the prominent Indian broadcaster, has renewed its rights deal with the Badminton World Federation.
The broadcaster is understood to have picked up rights to leading BWF events over the next four-year cycle, which runs from 2018 to 2021.
The BWF is working with Infront, the Wanda-owned international sports marketing agency, on the sale of media and sponsorship rights to its major events in an eight-year deal that runs until 2025.
Star’s previous four-year agreement with the BWF expired in December last year and as the broadcaster failed to immediately agree a new deal some BWF events were absent from its programming at the beginning of 2018.
However, Star’s parent company 21st Century Fox did agree individual tie-ups with Badminton England and the Badminton Association of India to show this month’s All-England Open and the 2018 India Open Super Series respectively.
For the first time, the BWF is working with just one agency on both its media rights and sponsorship sales after a competitive invitation to tender in 2016. Infront replaced rival IMG, which sold the BWF’s media rights from 2014 to 2017, and the Singapore-based Enterprise Sports Group, which marketed the sponsorship packages.
Meanwhile, Star has signed up Future Group, the Indian retail brand, as the latest associate sponsor of its coverage of this year’s Indian Premier League, the popular Twenty20 cricket competition.
The list of associate sponsors now comprises: AMFI, the mutual funds company; Asian Paints; Dream 11, the fantasy sports games; MakeMyTrip, the travel website; Parle Products, the snacks company; Polycab, the cable manufacturer; Vimal Pan Masala, the chewing snack brand; and Future Group.
Reliance Jio, the Indian mobile phone operator, is on board as one of the co-presenting sponsors of Star’s transmissions, alongside mobile phone maker Vivo and soft drinks giant Coca-Cola.
Star claims to have signed up 34 sponsors for coverage of the competition, with matches taking place from 7 April to 27 May.