What is the sport of India? Well, there are many but Cricket emerges as the ultimate option. The popularity of Cricket remains unchallenged and it has been the case right from the 1970s. While platforms like Hotstar, JioCinema and Amazon Prime Video keep fighting for cricket streaming rights. We have SonyLIV with us which has earned a cult of Football fans in India.
Now, do you remember the rise of Disney+Hotstar in India? Around 2 years ago, it used to be the ultimate king of Indian OTT with more subscribers than all other OTT platforms put together. Even Hotstar rose to prominence after banking on Cricket. Is SonyLIV following a similar route?
Sony LIV will stream and broadcast the 17th edition of the European Championships, or Euro, starting June 14. Sony Pictures Networks India (SPNI) aims to become India’s “Home of Football.” Earlier this year, SPNI renewed its rights deal with the Union of European Football Associations (UEFA) for three more seasons, until 2026-2027. This agreement includes airing over 1,600 football matches, covering the UEFA Champions League, UEFA Europa League, UEFA Conference League, UEFA Super Cup, and UEFA Youth League. Additionally, Sony holds broadcasting rights for the Nations League, Bundesliga, Emirates FA Cup, and Saudi Pro League.
Football is very important to SonyLIV. It helps them get more subscribers and make more money from ads. Big events like Euro 2024 bring in many new subscribers, and having football matches all year keeps viewers watching regularly, which is good for advertisers.
Football attracts specific types of brands, such as banks, car companies, insurance, drinks, and fashion. These brands work with SonyLIV all year, but they get especially interested during big events like the Euro.
Advertising during football matches is different from other sports. Football only has one 15-minute break in the middle of the game. To keep fans interested, SonyLIV shows fun and engaging content during this break instead of just commercials. This keeps viewers watching and gives brands a good chance to be seen.
SonyLIV has also created the “Golden Break,” a special 60-second ad slot right before the match starts. This helps brands stand out more. Football is becoming more popular in India, especially among younger people, making it a great way for brands to reach a dedicated and passionate audience.
This exclusivity provides the platform with a dedicated fanbase that sticks to SonyLIV in thick and thin. Which other sport has this potential in India?