A top Board of Control for Cricket in India (BCCI) official said the TV rights for the Indian sub-continent had attracted the highest bid of 575 million rupees ($7.36 million) per match. The highest bid for the digital rights for the region was 500 million rupees for each game.

Based on 74 games each season for the next five years, the combined TV and digital rights for the sub-continent rights is worth 397.75 billion rupees ($5.09 billion).

The source declined to say which companies had won the two bids, but media giants like Sony Corp’s India unit, Reliance Industries’ broadcasting JV Viacom18 and Disney, which currently holds the rights, were all in the fray.

“The bidding went well and it’s not over yet,” the BCCI official told Reuters. “It’s been fairly satisfying and we are confident of an impressive number tomorrow (Tuesday).”

A second BCCI source confirmed the bidding amounts.

The online auction for television and digital broadcast rights from 2023 to 2027 to the IPL, the hugely popular two-month cricket league that draws top television ratings, began on Sunday morning and continued all day on Monday as well.

The current digital and television rights are held by Star India, now owned by Walt Disney Co, which paid 163.48 billion rupees ($2.09 billion) in 2017.

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