Sony Sports Network sets new benchmark for football broadcasting in India

Sony Sports Network has set new benchmarks in the Indian sports broadcasting landscape, showcasing the immense growth of football viewership across diverse demographics. The growing popularity of European football in India is undeniable, with an increasing fan base eagerly following international tournaments like the Euros. This trend reflects a broader shift in sports preferences among Indian audiences, presenting Sony Sports Network with opportunities to expand its influence in the sports broadcasting landscape.

From August 2023 to July 2024, the network has delivered an impressive 2,177 hours of live football coverage, the highest among all sports broadcasters in India. Likewise, Sony Sports has also recorded the most viewership for football on Pay Sports channels in India with 63.3 GRPs and an overall reach of 85.7 million among pay sports channels for all Live + Non-Live SOCCER (BARC) for the period from 1 August 2023 to 31 July 2024. (TG: BARC, All India Male 15+ ABC, SOCCER). It also has the highest reach among pay sports channels for all Live + Non-Live SOCCER (BARC) for the period from 1 August 2023 to 31 July 2024 (TG: BARC, All India CS 2+, SOCCER). This staggering amount of airtime showcases the network’s commitment to bringing the beautiful game to millions of fans across the country.

Sony Sports Network is the exclusive home to a wide array of prestigious football properties. This includes the highly anticipated UEFA EURO 2028, one of the most celebrated tournaments in international football. Similarly, they hold broadcasting rights for the UEFA Champions League, UEFA Europa League, UEFA Europa Conference League, and UEFA Nations League, among others.

The network also covers the European Qualifiers, UEFA Youth League, international friendlies, the Emirates FA Cup, Bundesliga, Roshn Saudi League, and the DFB Pokal. This vast array of football content ensures that viewers have access to a comprehensive and diverse range of football action, from elite European club competitions to global international fixtures.

Starting from the 2024/25 season, the UEFA Champions League will adopt a new format that includes 36 clubs competing in a Swiss league system. This change introduces four additional teams, providing more opportunities for clubs to face Europe’s elite.

Fans can look forward to a continuous flow of European club football from August to May, as the tournament will no longer have a January break. The revamped format will see a remarkable 51 per cent increase in matches, adding over 125 games to the schedule.

To cater to Indian audiences, the number of early kickoff matches will nearly double, featuring up to 38 such matches per season. The duration for early kickoff slots has also expanded from 12 to 22 days, ensuring both Group and Knockout stages include these popular times.

For Indian viewers, matches will start at 10:15 PM until Daylight Savings Time, after which they will begin at 11:15 PM. This evolution in the competition promises to enhance the viewing experience and further grow the sport’s popularity.

Speaking of an oldest football tournament particularly in Asia, the 133rd edition of the Durand Cup has gained its legacy as one of India’s premier tournaments, led by the armed forces. Over the past two years, Sony Sports Network has collaborated closely with the Durand Organizing Committee to elevate the event to new heights. Bollywood actor Kartik Aaryan spearheaded the campaign, while former national team captain Sunil Chhetri, who recently retired, also featured prominently in the promotional film. In a historic moment, the Indian president Droupadi Murmuru, unveiled the trophies and launched the trophy tour, marking the first presidential involvement in 36 years.

Additionally, Sony Sports Network’s effective marketing strategies, like the appointment of Aaryan as the brand ambassador for the “Universe Ka Sabse Bada Football Festival of 2024” campaign, aims to engage a younger, more affluent audience, expanding the sport’s reach beyond traditional markets like Northeast India, Goa, Kerala, and West Bengal. In this campaign, Aaryan dons the avatar of an alien to symbolize the universal appeal and excitement surrounding the event, emphasizing that UEFA Euro 2024 is not just a football tournament but a global festival that transcends boundaries. His involvement adds a touch of entertainment and relatability, ensuring the campaign resonates with fans across the country.

The integration of OTT platforms ensures that matches are accessible both on television and online, catering to the evolving consumption habits of modern viewers who prefer streaming content. Although many industry experts have delved that TV is by any day a preferred destination, as viewing sports on a large screen is highly beneficial and entertaining to the viewers especially when watching with family.

In addition to high-definition broadcasts, Sony Sports Network has significantly expanded its multilingual commentary offerings. Recognising the diverse linguistic landscape of India, the network provides commentary in multiple regional languages,for marquee tournaments and matches including Hindi, Tamil, Telugu, Malayalam, Kannada, and Bengali to resonate with a broader audience and make them feel included in the excitement.

If we talk about one particular challenge that stands out, it would definitely be cricket’s dominant viewership. Cricket receives extensive media coverage across all platforms, including television, print, and digital media. Major cricket events dominate sports news and attract a significant portion of advertising revenue, often leaving little room for other sports. With cricket’s extensive reach and established fan base, football often competes for limited viewing slots and advertising revenue. This competition makes it difficult for football events to secure the same level of attention and financial backing.

Despite these shortcomings, the viewership figures are a clear indicator of the increasing appetite for football in India, transcending traditional boundaries and attracting a wide range of viewers. The network’s ability to captivate such a large audience highlights the effectiveness of its content strategy and its understanding of the evolving sports preferences of Indian audiences. By offering the maximum number of live football hours, boasting the largest bouquet of football properties and achieving the highest cumulative reach, it is no doubt that Sony Sports Network has set a new standard for sports broadcasting in India.