Star Sports said that its coverage of Legends League Cricket, played between March 10-20 2023 in Qatar, has met with a tremendous response from cricket fans.
The second edition of the League involved three teams representing regions – Indian Maharajas, Asia Lions and World Giants - was broadcast on the Disney Star network for the first time this year.
As per the channel, which cited BARC data, the League saw a massive 104% growth in viewership clocking 43.8 million viewers on TV for the first 6 matches of the 8-match tournament.
The AMAs (In 000s) also grew by 107% compared to the previous edition in March 2022 (aired on a different network), claimed the channel citing BARC data.
As per the channel, the addition of Hindi, Tamil, and Telugu feeds combined with Star Sports’ storytelling spurred this growth, with these feeds contributing to 85.3% of the viewership (Hindi – 69.3%, Tamil – 8.1% and Telugu – 7.9%).
In addition, the network’s marketing campaign celebrating individual rivalries from yesteryears supported by surround content amplifying nostalgia associated with the heroes, helped drive interest and anticipation for the tournament.
Commenting on the growth in viewership, a Star Sports Spokesperson, said, "We are thrilled with the response to Legends League Cricket on Star Sports. We are selective in our choice of properties for the portfolio and partners we work with. With LLC, we saw a partner who shared the same growth ambition and passion for the game as us, as well as a property that had potential. The impressive viewership figures are a result of the tremendous efforts put in by the participating legends, LLC, and Star Sports to build the property, which is still in its infancy stage. It also demonstrates the continuing power of TV to aggregate audiences.”
*AMA’s: (In 000s) and Contribution of feeds: (All India, 2+U+R)