Fans of the world's premier cycling road race will now be able to watch the Tour de France on Ten Sports across the Indian subcontinent this June and July.
The channel has acquired the rights to the event until 2016 across every broadcast platform: free-to-air and pay-TV, direct-to-home (DTH), Internet protocol transmission (IPTV), pay-per-view and video-on-demand (VOD).
The deal with Amaury Sport is on an exclusive basis throughout South Asia except in Sri Lanka, where Ten Sports will share the rights with pan-regional broadcaster Eurosport.
"We are proud to be associated with an event as esteemed as Tour de France, especially at a time when it is having its 100th edition in 2013. This long-term relationship with Tour de France will bring in much delight to our viewers who crave high-adrenaline bicycle racing," said Atul Pande, chief executive officer, Ten Sports.
This year's Tour de France begins in Porto Vecchio on the French island of Corsica on 29 June, and will encompass 21 gruelling race stages, with the cyclists covering a total of 3,360 kilometres (2,088 miles) before reaching Paris on 21 July.