SEGG Media Corporation, a pioneering technology firm at the intersection of sports, entertainment, and gaming, has announced its first official football league partnership in the Indian subcontinent with Super League Kerala (SLK). This five-year commercial deal is valued at over $11.6 million and marks a significant milestone for both organizations.
Under the terms of this agreement, SEGG Media and Sports.com will take on the roles of exclusive global commercial and broadcast partners for SLK. This comprehensive partnership includes a wide range of responsibilities and rights. Firstly, they will hold exclusive international streaming rights across all countries, ensuring that fans worldwide can tune into the action.
Secondly, they will oversee integrated gaming and fan engagement products to enhance viewer experience. Thirdly, they are granted global sponsorship and brand activation rights to attract corporate partnerships. Lastly, their distribution focus will be primarily concentrated in the Indian subcontinent and MENA region to cater to local as well as international audiences. The deal particularly emphasizes reaching out to the sizable Keralite diaspora in the Middle East, North America, Europe.
Enhancing audience reach with Sports.com’s streaming platform
With Sports.com’s streaming platform coupled with a focused media activation plan for season 2 of Super League Kerala aims to improve audience reach by 25% over season 1 which attracted close to 13 million viewers. The company plans to monetize this agreement using a mix of subscription revenue streams, advertising income, licensing fees.
SEGG Media will offer fans a tiered subscription plan via the Sports.com super app. This innovative approach allows fans from different linguistic backgrounds to connect with SLK matches while also benefiting from real-time data updates, fantasy integration features as well as on-demand replays.
Matthew McGahan, CEO and President of SEGG Media, said:
“This is more than a sports rights deal — it’s a powerful validation of the Sports.com strategy. To enter the Indian market through Kerala — a state with an electrifying football culture and millions of global fans — gives us a high-growth, cash-yielding product to launch the Sports.com super app with force.”
Scalable advertising engine linked to viewing growth
The agreement also includes commercial inventory for both local and worldwide sponsors resulting in an adaptable advertising engine linked directly to viewing growth. This strategic move not only provides an avenue for increased revenue but also ensures that advertisers get value for their investment through targeted exposure.
Mathew Joseph, Director & CEO of Super League Kerala, said:
“With Sports.com, SLK is now moving to a next-generation fan platform that combines cutting-edge gaming and fan engagement with world-class streaming.”
This groundbreaking deal between SEGG Media and Super League Kerala is set to revolutionize the way fans engage with football in the Indian subcontinent and beyond. With a focus on enhancing viewer experience, integrating gaming elements, and maximizing revenue through strategic advertising, this partnership promises to bring a new era of sports entertainment.
