La Liga’s reach has grown 400% in India: Rajesh Kaul

MUMBAI:The Spanish football league, La Liga, had registered a 400% increase in its reach in India in the last season, and it was ahead of other international leagues such as English Premier League (EPL) and Serie A, according to La Liga’s Indian broadcast partner, Sony Pictures Networks India ( SPN).

“La Liga season 2016-17 saw over 400% growth in reach with a total cumulative reach of 40 million,” Rajesh Kaul, President, Sports and Distribution Business, SPN, told ET.

Kaul said that since last year, SPN has pushed the investments and efforts to popularise the league in India. “Unlike 3-4 years back, when only 100 matches were being telecast, we aired 320 out of the 380 matches, live, last season (2017-18). We are airing the highest number of matches shown for any European football league in India,” Kaul said.

He added that first El Clasico of season 2016-17 on December 3 last year, which was aired at primetime (8:45 pm), had become the most viewed international league football game garnering over 4 million viewers. “The 140% jump in the viewership made that match most viewed match for any international league of last year,” Kaul said.

SPN has the rights of La Liga till 2017-18 season and is in talks with the league to extend the term.