Seven3Sports seals IPL rights deal

Sports media company Seven3Sports has signed a sub-licencing deal with Indian Premier League rights-holder, Sony-owned Indian broadcaster Multi Screen Media, for the rights to the Twenty20 cricket competition in Pakistan, Sri Lanka and Bangladesh.

The Press Trust of India news agency reports the deal took effect with this year’s edition of the IPL, which concluded on Sunday, and will run until 2018.

Seven3Sport is now the sole licence owner in all three countries.

Jatin Ahluwalia, Seven3Sports founder, said: “This year we had local broadcasting partners in each of these countries. Going forward we intend to have our own broadcasting capabilities possibly in Sri Lanka and Bangladesh.”

MSM and sports marketing agency World Sports Group signed a nine-year deal in 2009 to become the official broadcast partners of the IPL in an agreement that runs through to 2017.