The global cricket landscape is bracing for a significant shift in media rights, with the International Cricket Council (ICC) recently establishing a five-member working group to secure optimal value for the 2028-31 cycle. While the ICC aims to refine its price-discovery models, the market is currently waiting on the Board of Control for Cricket in India (
Despite the high stakes, the BCCI has yet to finalize its strategy or appoint a financial agency to oversee the valuation process, a step it previously took in 2022 by engaging KPMG. The current administrative approach remains under scrutiny as stakeholders look for a more proactive stance, especially with BCCI secretary Devajit Saikia serving on the ICC’s media rights working group alongside ICC chairman Jay Shah and ECB chief Richard Thompson.
Exploring New Revenue Models for IPL
Industry experts are advocating for a departure from the traditional all-inclusive rights packages that have historically dominated the IPL landscape. The 2022 tender, which introduced a non-exclusive digital-rights package for 18 high-value matches per season, proved highly successful, generating Rs 3,273 crore and marking the first time internet rights outperformed traditional television revenue in the Indian subcontinent. Analysts suggest that future tenders should further embrace modular concepts to diversify revenue streams.
The conversation surrounding the next cycle is heavily influenced by evolving global consumption patterns. Executives have pointed to the NFL’s Sunday Ticket and YouTube’s sports-bundling model in the United States as potential blueprints for the BCCI. By focusing on non-live content—such as archives, documentaries, and regional storytelling—the board could potentially unlock significant value beyond the standard live match feed, creating a more robust monetization framework.
Attracting Global Tech Platforms
There is a growing consensus among franchise executives that the BCCI must actively engage with major global streaming platforms like Netflix, Amazon, and YouTube to expand the IPL’s reach. While these tech giants have been cautious about entering the Indian live sports market, industry insiders argue that the responsibility lies with the BCCI to effectively market its premium product to these platforms.
With BCCI members gathering in Mumbai for the upcoming Annual General Meeting, the media rights strategy is expected to be a primary topic of discussion. Moving away from a reliance on a single broadcaster, such as the current arrangement with JioStar, is seen as a critical step toward ensuring long-term financial health and market competitiveness for the league.
