MUMBAI: The Star India network, which owns a majority stake in Mashal Sports, commercial rights holder of the Pro Kabaddi League, has, as expected, retained the media rights to the PKL for the next five seasons.
Mashal Sports announced at the weekend that it had successfully concluded its PKL media rights auction for five Seasons (Season 8 to Season 12) to be held during 2021-2025.
Though Star was the only entity that put in a bid, it bears noting that the rights were offered through an open tender process.
For the record, the network has committed to a media rights payout that totes up to Rs 9.050 billion over five years (the floor price Mashal had put for the consolidated media rights tender was Rs 9 billion).
In terms of how the media rights distribution will take place, 80% of the annual media rights payout from Star to Mashal (in which Star is a 74% controlling stakeholder), will be distributed among the franchises.
How does this play out?
Year 1: Each franchise will be paid a little over Rs 80 million
Year 2: Each franchise will be get a little over Rs 100 million
Year 3: Each franchise will be get a little over Rs 110 million
Year 4: Each franchise will be get a little over Rs 130 million
Year 5: Each franchise will be get a little over Rs 150 million
For the record, the PKL tender was completed on Friday after the Delhi High Court, in an interim order, allowed Mashal Sports to conduct the tender under the condition that any future order of the court will be binding on the result of the tender.
Star India will also be responsible for producing the live feed and has assured a “strong marketing commitment” to the league.
Anupam Goswami, CEO – Mashal Sports & league commissioner of the Pro Kabaddi League said: “Kabaddi is a magnificent indigenous sport. Mashal along with its supporters and partners including AKFI, our Players, Franchises and Media Rights partner have been able to create a strong media asset for our beloved fans in the form of the Pro Kabaddi League. The auction process has been guided by an independent Auction Committee, comprising eminent individuals. With this important step now over, we are excited to conduct a stellar PKL Season 8 later this year. Our focus during this rights period will be to further build on the success of PKL and work closely with Star India to offer our fans more and innovative ways to engage with PKL through various mediums including television, digital and gaming.”
K Madhavan, president, The Walt Disney Company India and Star India, said: “Pro Kabaddi League stands out as one of the most popular sporting properties in India and we, at Star India are thrilled to retain the television and digital media rights for the next five seasons. Over the years, we have made significant investments to enhance the aspirational value of PKL, making it the second most-watched sporting league in the country. By delivering an event broadcast of international standards, we have elevated the status of this indigenous sport, reinforcing our commitment towards building a multi-sporting nation. We will continue to work closely with Mashal Sports to take Kabaddi to greater heights.”
Star India Private Limited was the media rights partner for PKL for the first seven seasons of the League. This was the first time Mashal Sports offered the media rights to eligible domestic and global players through an “open tender process”.
While more than one team owner has expressed unhappiness over the results of the auction on condition of anonymity, an incensed Ronnie Screwvala, owner of U Mumba, has gone on record, telling Economic Times: “U Mumba will look to sell its team ownership in PKL League. Nepotism played out to a sham-auction.
“The erstwhile high fee earning consultants involved need a standing ovation for running the most successful auction ever where NO Bidder (other than the owner of the league) turned up for the second most popular sport in India. But who will hold anyone accountable. It is disappointing that by selling off a great Indian sport to global media company the true potential has been capped forever.”
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