Amazon will not bid on the five-year IPL media rights. The e-commerce behemoth was one of several tech behemoths preparing to participate in the Sunday auction. Analysts predict that Disney and Reliance will compete for the auction, which could be worth $7 billion. One of the most popular on-demand video streaming apps in the South Asian market is Amazon’s Prime Video.
Amazon’s reported withdrawal from the bidding war for IPL’s media rights for 2023-27 just two days before the auction (on June 12) comes as a surprise. It also clears the way for a three-way battle between Mukesh Ambani’s Reliance Industries, Disney+ Hotstar, and Sony Pictures Network.
STAR bid Rs 16,347 crore for the Indian Premier League’s five-year TV and digital rights in 2017. This outbid Facebook, which put in the highest digital-only bid of Rs 3,900 Cr, as well as Sony, Airtel, and Amazon Prime Video, the amounts of which were not disclosed.
Over the next five years, the bid size is expected to more than triple to Rs 50,000 Cr or higher. The value of the IPL’s media rights has risen faster than that of the EPL, NBA, and NFL. Disney+Hotstar now faces formidable competitors, including Reliance Industries.
While Facebook no longer streams sports on its ‘Watch’ tab, Sony for its streaming app SonyLIV is another serious bidder for IPL. According to reports, the June 12 auction could see high bids.