Telecom company
Vodafone and TV network
Star India have entered a strategic partnership to create the multi-sports offering "
Vodafone Sports" portal on Vodafone Live, according to M. Saraswathy of the Indian BUSINESS STANDARD. This offering "is a first-of-its-kind service that brings action from across sports to feature phones and smartphones." Vodafone Sports is powered by starsports.com and offers customers live and "curated in-depth content" built around cricket, football, tennis, hockey, golf and motorsports. It will feature content on cricket, football and hockey at the launch and "will cover other major sports like Formula 1 and tennis over time." For Vodafone, "the initiative is a step towards realising its strategy to drive data consumption and penetration on mobile." For Star India, the tie-up fits in "with its plan to double the consumption" of its multi-sport digital platform starsports.com over the next couple of months. With three major tournaments lined up, the Asia Cup, the Int'l Cricket Council T20 World Cup and the Indian Premier League, Star India "is looking at the mobile medium aggressively as a means to increase reach" (
BUSINESS STANDARD, 2/14).
