Former Indian Premier League (IPL) chief Lalit Modi has suggested a fresh approach for the league’s upcoming media rights cycle. Modi advocates for individual packaging of rights based on various media types, deviating from the current bulk deals. He proposes that the IPL should follow the lead of leagues like the English Premier League (EPL) and Formula 1 in this regard.
Modi envisions the IPL entering the market for its media rights well before the 2028 season, possibly as early as the first quarter of 2027. He emphasizes the importance of marketing rights separately for different media platforms such as OTT, digital, satellite television, terrestrial television, mobile rights, and on a global scale. By adopting this strategy, Modi believes the IPL can attract a broader range of bidders, including tech giants and global streaming services.
By diversifying the marketing of rights across platforms and regions, Modi anticipates a surge in interest from not only traditional broadcasters but also tech companies. He mentions potential bidders like Netflix, Meta, Apple, Amazon, and other players in the broadcasting and mobile industries. Modi also acknowledges the potential re-entry of established broadcasters like ESPN, Starsports, and Sony into the bidding landscape.
Reflecting on the IPL’s remarkable growth trajectory, Modi recalls the league’s initial media rights deal valued at around 4 crore rupees per game. Over the years, this value surged significantly, with the media rights now commanding close to 118 crore rupees per game. Modi predicts a substantial increase in the upcoming media rights cycle, foreseeing a growth rate of at least 70 to 100 percent.
