SEGG Media Corporation, an innovative technology business at the crossroads of sports, entertainment, and gaming, has revealed its first official football league collaboration in the Indian subcontinent with Super League Kerala (SLK).
The five-year commercial deal with the premier football tournament in the southern Indian state is valued at over $11.6 million. The signing ceremony took held today at Nook Holdings’ offices in One JLT, Dubai, and marked the organization’s first acquisition of live football rights for its flagship Sports.com super app.
According to the agreement, SEGG Media and Sports.com will be SLK’s exclusive global commercial and broadcast partners. This includes exclusive international streaming rights in all countries, integrated gaming and fan engagement products, global sponsorship and brand activation rights, and distribution focus throughout the Indian subcontinent and MENA, with a particular emphasis on the sizable Keralite diaspora in the Middle East, North America, and Europe.
With Sports.com’s streaming platform and focused media activation plan, season 2 of the Super League Kerala aims to improve audience reach by 25% over season 1, which attracted close to 13 million viewers. With deployment starting right before the next season, the company intends to monetise the agreement using a mix of subscription, advertising, and license money.
Matthew McGahan, CEO and President of SEGG Media, stated, “This is more than a sports rights deal — it’s a powerful validation of the Sports.com strategy. To enter the Indian market through Kerala — a state with an electrifying football culture and millions of global fans — gives us a high-growth, cash-yielding product to launch the Sports.com super app with force.”
Marc Bircham, Director of SEGG Media and Head of Acquisitions at Sports.com, a division of SEGG Media, said, “Today marks a milestone. It’s the first of many league partnerships that will power Sports.com across India, Asia, and MENA. We’re proud to partner with such a progressive and fast-growing league in SLK.”
Tim Scoffham, CEO of Sports.com Media and Lottery.com International, said, “We’ve built Sports.com to become the global home of sport, and this is the first piece of live IP that starts to prove it. India is an important territory for us, and this is just the beginning.”
Mathew Joseph, Director & CEO of Super League Kerala, commented, “With Sports.com, SLK is now moving to a next-generation fan platform that combines cutting-edge gaming and fan engagement with world-class streaming.”
Firoz Meeran, Director of Super League Kerala, said, “From Kerala to the world — this historic partnership makes SLK a truly global property.”
SEGG Media will be able to provide a tiered subscription plan via the Sports.com super app, allowing fans to connect with SLK matches in many languages while also benefiting from real-time data, fantasy integration, and on-demand replays. The agreement also includes commercial inventory for both local and worldwide sponsors, resulting in a scalable advertising engine linked to viewing growth.
