ZEE forays into big sports with Disney Star licensing deal to broadcast ICC cricket

• ByStartupStory     |    August 31, 2022

Zee Entertainment Enterprises Ltd (ZEEL) has signed a four-year licencing arrangement with Disney Star to broadcast the International Cricket Council’s (ICC) men’s and under-19 cricket championships. Zee’s sports networks will broadcast the forthcoming T20 World Cups (2024 and 2026), Cricket World Cup (2027), and Champions Trophy (2025). Disney Star will continue to stream the tournaments on its streaming platform, Disney+ Hotstar.

Punit Goenka, ZEEL’s Managing Director and CEO, said, “This collaboration with Disney Star represents our clear, strategic vision for the Indian sports industry. ZEE will use the strength of its network to provide a captivating experience for its viewers and a significant return on investment for its advertisers as a one-stop television destination for ICC men’s cricket events until 2027. And long-term profitability and wealth creation remain our primary priority across the firm.” 

The International Cricket Council (ICC), cricket’s governing body, has given its approval in principle to the broadcast licence agreement. ZEE currently owns the rights to the United Arab Emirates’ T20 league, which is a minor event in comparison to the IPL.

This development occurs at a time when sports, particularly cricket, are becoming increasingly important in terms of acquiring and retaining fans across digital and broadcasting channels. The competitive Indian Premier League (IPL) auction, in which Viacom18 gained digital rights, was heralded as a major victory for Reliance Industries’ media arm. The firm expects its streaming network Voot to draw large audiences, like Disney+ Hotstar has done over the past five years.

Abneesh Roy, Executive Director of the investment and financial services company Edelweiss Financial Service, stated, “The licencing agreement will also aid ZEE in luring additional advertising and channel subscriptions. With the help of this arrangement, Zee will be able to fill a gap in its programming offering sports.”

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