New Delhi: Reliance Anil Dhirubhai Ambani Group (ADAG) venture Big TV has bagged the official direct-to-home (DTH) partnership for the T20 cricket Indian Premier League with a bid of $31.16 million (Rs137 crore) for the next four years.
According to sources, Big TV outbid the other contender Airtel Digital TV, which had put in a bid of $30.28 million for the same number of years.
The tender for the DTH partner was held on 8 August and only BigTV and Airtel Digital TV bid for it, the sources added.
When contacted, Reliance ADAG officials declined to comment on the development.
Under the terms, BigTV will be contributing Rs34.27 crore a year as part of its commitment to the IPL as the official DTH partner.
IPL had signed up Pepsi and Kingfisher Airlines as the official beverage and airline partners.
The league had also roped in Hero Honda, Citibank, ITC Welcomgroup and Vodafone as other official partners.
For Reliance ADAG, this is a continuation of its relationship with cricket after the official sponsorship by group firm Reliance Communications in the T20 World Cup held in South Africa.
Reliance Communications is also the official sponsor for ICC player rankings.