Star Sports adds sponsorship to PBL coverage | Pay-TV | News | Rapid TV News
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Star Sports has become the title sponsor for the Premier Badminton League (PBL) tournament as part of its initiative to foster a multi-sports culture in India.

“The success of India’s badminton stars internationally has led to the emergence of a passionate fan base back home. As a result, like kabaddi, badminton is now a sport that’s very close to the hearts of Indian fans. The prospect of our home heroes facing up against the best the world has to offer in our own backyard was a prospect that was too tempting to pass up. Strategically, it also made the most business sense for Star Sports given our efforts to create a vibrant sporting ecosystem in the country,” said Sanjay Gupta, COO, Star India.

The pay-TV broadcaster, which is already the PBL’s official broadcast partner, plans to project telemetry, such as players’ heart rates, live on screen. It will also hand out four awards after each day of play for the best rally, the fastest smash, the player of the day and the fan of the day as selected through contests run by franchises across various locations.

Star Sports promises the league will be packaged like no other badminton tournament has been before, with lights and music adding to the star-studded spectacle. Players appearing in the PBL include PV Sindhu, Lee Chong Wei and Jwala Gutta.

The ongoing tournament runs until 17 January 2016, with live coverage in India on Star Sports 2, Star Sports HD2, Star Sports 3, Star Sports HD3 and digital platform Hotstar.