Big TV pulls out of IPL cricket sponsorship

Reliance Communications’ DTH company Big TV has decided not to partner with the Indian Premier League (IPL).

The reason is that it failed to reach an agreement with the broadcaster Sony for on-air sponsorship.

Big TV alleges that Sony offered on-air sponsorship to Airtel Digital TV at much lower rates. As per IPL rules, the company states, Sony should have given Big TV the first right of refusal before entering into a deal with Airtel.

Last year, Big TV won the contract to be the IPL’s on-ground DTH partner for four years. The contract was worth $31.1 million.