The Viacom 18 channel Colors is to televise India's new mixed martial arts tournament, the Super Fight League, promoted by NRI businessman Raj Kundra and Bollywood actor Sanjay Dutt.
"We pride ourselves on being able to break this cricket dominated market with a new form of sport and entertainment for the audiences of India. I am happy with the Colors deal. It shows they are interested in this. It is a very, very interesting deal for us. The eyeball and the reach they have make our brand a huge potential for advertisers," Raj Kundra told the Press Trust of India.
Bouts of the Super Fight League (SFL), which started on Sunday (11 March), will be preceded 45 minutes of live Bollywood entertainment. The tournament will be staged in different cities in India, beginning in Mumbai, then moving to Chandigarh on 7 April, and New Delhi on 6 May.
"Mixed Martial Arts is currently a craze in the US on television and we are excited to partner with the Super Fight League in India," said Raj Nayak, chief executive, Colors.
The value of the television rights deal between the SFL's promoters and the Hindi general entertainment channel has not been disclosed.