NEW DELHI: Live content, sports statistics and e-commerce marketplace Fancode has announced that DD Sports will be its exclusive TV partner for India’s tour of the West Indies series to build accessibility for the tour to television viewers across the country. The tour, which begins in late July, will be the first India-away series to be hosted exclusively on DD Sports in the last 15 years.
In April 2021, Fancode became the first digital platform to sign a four-year deal with Cricket West Indies for exclusive broadcast rights to approximately 150 international and 250 domestic cricket matches in the Caribbean by 2024.
The deal includes the upcoming India tour of the West Indies consisting of three ODIs and five T20Is, which will be live-streamed exclusively on its app.
To ensure that only television viewers do not miss out on the tour, it has offered DD Sports the TV rights on all cable and DTH platforms, except DD’s Free Dish.
Mayank Kumar Agarwal, CEO, Prasar Bharati said, “Cricket is the undisputed leader in sports and entertainment in India. Even in the rapidly growing digital age, television continues to be an important market and audience for sports consumption, and we are delighted to bring the upcoming West Indies tour of India to the masses through DD Sports. While Fancode is building a unique digital experience for sports fans, the expansion of the rights to DD Sports will mean wider reach for the series to all sports fans.
The firm’s co-founder Prasanna Krishnan said, “Our sole objective is to provide excellent user experience and address the gap in fans’ access to sports consumption and experience, through initiatives that will transform India’s adaptability to digital. This is in line with the government’s vision for Digital India. Like Digital India. DD Sports’ reach in smaller cities and towns is unbeatable, making it the ideal platform for broadcasting West Indies’ tour of India, while also providing a platform for fans at the national level. We continue to build better digital experiences.”
India’s sports media and sponsorship industry nearly reached 95 billion in FY20 but will be growing at a slow pace to reach 150 billion by 2024, said a report. As per the report of sports related employment agency Sporzo and FICCI, the industry grew at a CAGR of 14% till 2020.
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