WWE, Sony extend India deal as ‘Wrestle Mania’ nears
STAMFORD — WWE is extending by five years and expanding an agreement to broadcast its flagship shows and local content in India, one of the company’s largest markets outside the U.S., the Stamford-based company announced Tuesday.
The deal makes Sony Pictures Networks India Private Limited the exclusive provider in India of WWE’s in-ring content. Across its television and digital platforms, SPN will have the rights to air “Raw,” “Smack Down,” “NXT” and pay-perview specials live in English, Hindi and regional languages. The expanded partnership also gives SPN the rights to the online WWE Network, a source of thousands of hours of content.
Financial terms were not disclosed.
“India is a strategically important market for WWE and Sony Pictures Networks has been an extraordinary partner in helping to grow our fanbase in the region, making it one of the mostwatched sports properties,” James Rosenstock, WWE’s executive vice president of international, said in a statement. “The expanded partnership gives our passionate fans new opportunities to engage with the WWE brand.”
India comprises one of the fastest-growing markets for WWE, which has aired shows there for more than 25 years.
The country ranks No. 1 in YouTube consumption of WWE content and No. 1 in WWE Facebook followers, according to company data.
“We are delighted to extend our partnership with WWE in a first of its kind deal that will give us an increased exposure to valuable content and reach out to a broader viewer base across India on multiple platforms,” Rajesh Kaul, Sony Pictures Networks India’s head of sports and chief revenue officer for distribution, said in a statement.
At the same time, WWE said it has been recruiting elite athletes and performers from the country. Last year, it held its largest-ever tryout, with more than 70 athletes from India participating in the showcase in Mumbai.
Four recruits from India were chosen to start training at the WWE Performance Center in Orlando, Fla.
WWE also said that it planned to return to India with “even bigger live
events” and that its Superstars would visit the region on promotional tours to meet with fans. In 2016 and 2017, WWE put on shows in Delhi.
Those initiatives are likely at least several months away given the spread of the COVID-19 pandemic. To try to contain the novel coronavirus, Indian Prime Minister Narendra Modi announced March 25 a 21day lockdown of the country’s entire 1.3 billion population.
Among other major international deals, WWE officials are working on a Middle East distribution agreement.
A company spokesman said Tuesday that the company had “no further details to share at this time” about the Middle East deal.
In the U.S., WWE is gearing up for “Wrestle Mania” on Saturday and Sunday, the first time that the company’s marquee annual gathering has been held across two nights. Retired NFL tight end Rob Gronkowski, a three-time Super Bowl winner with the New England Patriots, is hosting the event.
The 36th edition of the company’s marque annual gathering was originally scheduled for Sunday at Raymond James Stadium in Tampa, Fla. But the spread of the coronavirus prompted the company to decide earlier this month to relocate the event and hold it behind closed doors at the Performance Center in Orlando.
In the past couple of weeks, WWE has also moved its weekly shows behind closed doors, a shift that started with the relocation from Detroit to Orlando of the March 13 episode of “Friday Night Smack Down.”