Sony extends UEFA broadcast agreement in India with US$40m deal

UEFA’s club competitions will continue to be exclusively showcased in India by pay-TV broadcaster Sony Pictures Networks, following the announcement of a new three-year deal extending until the 2026/27 season.

The agreement, which commences from the 2024/25 campaign, grants Sony exclusive TV broadcast and digital rights to over 1,600 matches – including every UEFA Champions League, Europa League and Conference League game.

In addition to the club competitions, Sony also retains the rights to broadcast the UEFA Super Cup and Youth League matches, further solidifying its position as the go-to destination for European football enthusiasts in India. According to reports from The Economic Times, the lucrative three-year deal is estimated to be worth around US$40 million, highlighting the immense value placed on the Indian market by UEFA and Sony.

The decision to extend the partnership comes amid a surge in viewership for UEFA Champions League matches in India, with a reported 50 percent increase since 2020. This growth can largely be attributed to the introduction of regional language commentary, catering to the diverse linguistic preferences of Indian viewers. India’s substantial social media following also contributes to its status as one of UEFA’s biggest global audiences.

“We want to grow the footprint of European football in India, and Sony is a great partner to achieve that,” Guy-Laurent Epstein, UEFA’s marketing director, told The Economic Times.

“Our sponsors are also keen to push the UEFA Champions League and other competitions in India because it’s a massive economy in the making.”

Sony is poised to continue its exclusive coverage of UEFA events in India, including the upcoming men’s UEFA Euro 2024 tournament. This follows a previous rights agreement signed last year, further cementing Sony’s position as the premier broadcaster for European football in the Indian market.