PGA Tour extends TV deal in India
Thursday, October 22, 2009
Targeting a growing fan base in India, the PGA Tour announced a six-year extension for its tournament broadcast rights with NEO Sports.
The two parties have been partners since 2008, but the lengthier new deal that runs through 2015 indicates a strengthening of the business relationship. India’s burgeoning middle class and the Tour’s push to globalize the game have made the country a vital market.
“Our association with (NEO Sports) will help us reach the ever-growing Indian golf audience and fulfill its expectations of access to top-quality golf,” said Tim Leisure, the Tour’s senior vice president, international television.
The extension with NEO Sports, an all-sports channel that is part of NEO Sports Broadcast Pvt. Ltd., begins in January.
In addition to televising live tournament action, NEO Sports will offer two weekly Tour programs: A one-hour highlights show replaying action from the previous week’s events, and “Inside the PGA Tour,” a magazine-style TV show with features about players and Tour activities.
According to the Tour, its tournaments are being broadcast this year to more than 589 million households in 231 countries and in 30 languages. By comparison in 2004, the Tour’s international reach was 350 million households and 149 countries.