Video clips from the English Premier League will be available online and via mobile in India after a football rights deal was struck between UK based sports media company Perform and Times Internet - part of the publishing stable which includes The Times of India and the Economic Times.
The deal sees Times Internet continue to expand its premium digital sports content after striking similar deals for the Indian Premier League (IPL) twenty20 cricket tournament and the NBA basketball league earlier this year.
Website clips from English Premier League (EPL) football matches will now be delivered across India Times portals as well as on Perform's embeddable sports video on demand (VOD) platform ePlayer. Both parties will sell advertising.
Clips and related mobile content will also be exclusively available on the India Times 58888 mobile site, as well as via India Times branded portals delivered by mobile operators across India.
"Given the growing popularity of football, especially EPL, in India, this is a strategic content partnership for us," said Rishi Khiani, chief executive, Times Internet. "Couple this with the growth of fans accessing sport via connected devices and our reach in the Indian market, we are poised to capitalise on these trends whilst simultaneously providing our readers and advertising partners with exciting new sport content."
In August 2011, Times Internet says it attracted over 24 million unique visitors online, while mobile sites had 20 million users.
Oliver Slipper, joint chief executive, Perform added: "The Indian market provides a hugely exciting opportunity and we are delighted to be partnering with such an influential publisher. As we are seeing in other markets, as networks improve and devices become more widely adopted, accessing sport video becomes the norm and with this comes commercialisation opportunities which we are well placed to take advantage of."