Cable television network ESPN Star Sports (ESS) is reported to have bid over $40 million for the broadcasting rights for the 2010 FIFA World Cup in the Indian subcontinent.
Under the third round of bidding, which closed last week, cable and satellite rival Ten Sports is thought to have offered close to $40 million, but ESS is believed to have emerged as the highest bidder according to SportBusiness.
Indian pay-television broadcaster Neo Sports withdrew from the process, when the third round exceeded the $35 million mark.
The increase in rights fees is attributed to football’s increasing popularity in India and marks a significant increase on the $9 million FIFA received for the 2006 World Cup and the mere $3 million paid in 2002.
Worldcupweb.com
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