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Sony Six in TV deal with NFL

MUMBAI: Sports broadcaster Sony Six has acquired the television rights to broadcast the National Football League (NFL) in the Indian subcontinent.

The announcement follows a multi-year television partnership between the NFL and Multi Screen Media (MSM), making Sony Six the NFL’s broadcast partner across the Indian subcontinent.

The partnership includes television rights to live regular season games, playoff games and, most significantly to the tournament’s paramount sporting event, the Super Bowl.

In the year where the channel has gone on an aggressive approach in capturing a greater footprint in the sports broadcasting industry, the acquisition comes as an addition to Sony Six’s stable of sports content.

Sony Six business head Prasana Krishnan said, “We are extremely thrilled and excited about this partnership, as we look to deliver on providing the audiences an opportunity to experience the best of American football. The raw nature of the sport promises audiences a combination of high speed action and thrill. This acquisition brings us a step closer in reiterating our efforts in providing quality sports content to our viewers that greatly adds value to our channel as well as to our existing comprehensive bouquet and line-up of sporting events”.

NFL VP of international media and business development Julie Moeller said, “We are excited to be working with SONY SIX to bring the NFL to new and existing fans in India Their endeavor and focus in delivering fast paced sports in India, aligns with our long-term goal of popularizing NFL in the country. Through live games, marquee events, highlights and league recaps we will provide Indian viewers with a comprehensive platform to experience NFL like never before.”

The programming will be themed around educational vignettes, highlight shows and NFL’s trademark pre-season documentary series ‘Hard Knocks’. Sony Six and the NFL will work collaboratively on unique initiatives that engage Indian audiences as a means to grow the fan base and increase knowledge and awareness of the NFL through media.