Indian Premier League has tied up with ITV as its broadcast partner for the cricket tournament in the UK. The deal, for IPL 2010, will result in 60 matches broadcast live across the ITV network over the 45-day season, beginning on March 12.

The matches will be simulcast on ITV.com and ITV Mobile. Highlights clips will also be available as part of a bespoke section of ITV.com. The tournament will also be the subject of a prominent marketing campaign on ITV.

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IPL also announced three deals signed with Sigma Ventures, vRock Mobile and the MaXX group on Thursday.

Singapore-based venture capitalist Sigma Ventures acquired the global mobile application rights for the IPL. The deal, with Global Cricket Ventures (GCV), the exclusive global mobile rights holder for the IPL, is for eight years, including the 2017 IPL season. Sigma Ventures acquired these rights jointly with their technology partner, Chennai-based DCI Mobile Studios, a division of Dot Com Infoway Ltd (DCI), India. The deal would enable Sigma and DCI to offer mobile application technology branded the ‘Official IPL Mobile Application’ for use on smartphones such as the Apple iPhone, BlackBerry and those based on the Android platform.

GCV announced another agreement with vRock Mobile Communications Pvt Ltd (vRock Mobile), which acquired the sole and exclusive worldwide SMS, MMS and IVR rights for five years. vRock Mobile will have exclusive rights to utilise CDMA, GSM, GPRS, MMS, WAP, EDGE, 3G and any other mobile or desktop technology, capable of sending or receiving SMS/MMS alerts, SMS/MMS contest/ activations and live audio commentary/IVR platform.

The MAXX Group today signed on as one of the lead sponsors for multiple properties in IPL 2010. To reach out to its target audience across the country, MAXX would now act as the DLF IPL’s Strategic Timeout Partner and also add spice to the final stages of the league as the Official Playoff Partner.

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