New Delhi: The English Premier League (EPL) which is widely regarded as one of the premier sports leagues in the world has finalized a three-year media rights agreement with JioStar for the Indian audience starting from the 2025-26 season as per reported by Economic Times (ET). The deal is valued for $65 million including $54 million as the rights fee and an $11 million marketing commitment aimed at promoting the league in India. The deal marks a modest increase from the current $60 million deal for the 2022-25 cycle which included $50 million as rights fees and $10 million for marketing.
JioStar is a newly formed entity arising from the merged venture of Star India and Viacom18 is supported by prominent stakeholders such as Reliance Industries, Walt Disney, and Bodhi Tree Systems. Sources close to the development have confirmed the details although both JioStar and the Premier League have declined to comment on the agreement.
The EPL had reportedly engaged in discussions with other Indian broadcasters including Sony, FanCode and Eurosport before finalizing the deal with JioStar. Earlier the rights were held by Star India but chose not to renew them this time. This decision underscores a shift in India’s sports broadcasting landscape where Sony Pictures Networks has emerged as a key player boasting major football properties such as the UEFA Champions League and UEFA Euro tournaments. Meanwhile, Viacom18 secured broadcasting rights for the FIFA World Cup 2022 further diversifying its sports portfolio.
🚨Big win for JioStar! They’ve secured English Premier League streaming rights for $65M, kicking off in the 2025-26 season. ⚽🔥 #EPL #JioStar #Premeirleague pic.twitter.com/f8Nx1t5aqD
— India Pulse (@_indiapulse) November 30, 2024
Over the past decade, the value of EPL’s Indian media rights have witnessed a steady decline. After peaking at $145 million for the 2013-16 cycle it dropped to $100 million (2016-19), $81 million (2019-22), and $60 million in the current period. The diminishing value is attributed to reduced competition, declining TV viewership, monetization hurdles, and rivalry among broadcasters.
Despite these challenges, the Premier League remains a premium sports property in India with the growing popularity of global football giants like Manchester City, Liverpool, Real Madrid, and FC Barcelona. Experts believe that the rights value though reduced but still reflects a more sustainable and attractive price point for the Indian market.
The move follows Sony Pictures Networks’ acquisition of the Asian Cricket Council (ACC) media rights for $170 million emphasizing cricket’s dominance in the Indian broadcasting landscape. However, the EPL still continues to hold its share of ground as a subscription-driven offering with enduring appeal among Indian football enthusiasts.
JioStar bags EPL’s Indian media rights for the next season, boosting football’s reach in India despite challenges in viewership and broadcaster interest. Football Sports News: Latest Cricket News, Cricket Live Score, Sports Breaking News from Sports Today
