Google is poised to become a major player in live sports broadcasting after securing the rights to stream cricket’s Indian Premier League to a global audience online via its YouTube subsidiary.
Google’s video sharing site will show 60 matches from the Indian Premier League which starts in March, on a YouTube channel which will be available in countries that currently do not broadcast the Twenty20 league.
At the moment, the IPL does not have a broadcast partner in Britain following last year’s closure of Setanta so consequently, as it currently stands, YouTube will be the host broadcast in the UK.
YouTube wants to sign a global sponsor and multiple local backers as part of its strategy to make money from the coverage.
Earlier this week BT announced it is set to rival Sky by offering cut-price TV subscriptions to Premier League football and Ashes cricket.
However, with Google taking the first step to offer live sports streaming on the internet for free it could soon start to rival other broadcasters.
Source: Sport Industry Group
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