The English Premier League (EPL), which is regarded as one of the top sports leagues in the world, has signed a three-year media rights agreement with JioStar to serve the Indian audience beginning with the 2025–2026 season. The $65 million deal includes a $54 million rights fee and an extra $11 million set aside for marketing initiatives to raise the league's popularity in India. The current $60 million agreement for the 2022–25 cycle, which included $50 million in rights fees and $10 million for marketing, represents a small increase.
With the support of prominent stakeholders including Reliance Industries, Walt Disney, and Bodhi Tree Systems, JioStar is a recently founded company that was created via the merging of Star India and Viacom18. Although the details have been verified by those familiar with the talks, JioStar and the Premier League have chosen to keep quiet about the deal.
According to reports, the EPL was in negotiations with several Indian broadcasters before settling on JioStar, including Sony, FanCode, and Eurosport. Previously, Star India owned the broadcasting rights, however, they decided not to renew for this cycle. This choice reflects a change in the sports broadcasting scene in India, where Sony Pictures Networks is becoming a key force with important football properties like the UEFA Champions League and UEFA Euro competitions. Viacom18's sports portfolio has been significantly expanded with the simultaneous acquisition of the broadcasting rights for the FIFA World Cup 2022.
Media rights value has declined in India
Due to the growing popularity of international football powerhouses like Manchester City, Liverpool, Real Madrid, and FC Barcelona, the Premier League remains a sought-after sporting property in India despite these obstacles. The rights value has declined, but experts say it now represents a more attractive and feasible pricing point for the Indian market.