San Bruno,
– In its first deal to
stream a sporting event live, Google’s (NASD:  GOOG) YouTube on Wednesday announced a deal
with the Indian Premier League (IPL), to provide live streaming of the world’s
largest cricket tournament.

While financial details of the deal were not
disclosed, YouTube acquired exclusive online rights, and the company and the
IPL will share advertising and sponsorship revenues.

"The advertising
options on YouTube will be available only for a limited number of sponsors over
the course of the season," Google said.

"Companies will have the
opportunity to sponsor live streamed matches, match re-broadcasts, and ongoing
viewership of clips and highlights. Advertisers will be able to advertise on
the YouTube homepage, the live stream page, video ads during the match itself
amongst several other innovative formats."

The 45-day tournament kicks off
in March and YouTube is expected to stream all 60 matches live, offering 20
different camera feeds from which to choose.

The live streaming will not be available
in the U.S., where the
tournament will be available on pay-per-view, but it will be accessible in the U.K.
— after the collapse of previous broadcast partner Setanta Sports, PaidContent


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