Star Sports marks a decade of transformative sports broadcasting

Star Sports. (Photo Source: Star Sports)

Mumbai, November 10, 2023: On November 6, 2023, Star Sports proudly commemorated a decade of reshaping sports broadcasting with its transformative tagline, BELIEVE. Over the past 10 years, Star Sports has not only brought world-class sports broadcasting to the country but has also altered the sports landscape with its commitment to innovation, fan-centric content, and transformative regionalisation to get fans closer to the game.

BELIEVE, articulated on the profound insight that greatness is not reserved for a chosen few, has become a guiding philosophy for Star Sports over the years. It’s a celebration of hero moments, inspiring stories, and the relentless pursuit of excellence. As a brand, Star Sports has strived to ignite the hero within each one of us over the past decade and remains committed to this mission. The BELIEVE series starts with a never-seen-before, two-part interview with Virat Kohli- ‘Believe: The Diwali Miracle’ – aligning with Star Sports’ mission to bring heroes closer to fans and showcase inspiring stories.

Watch Episode 1:

 To celebrate the 10th anniversary of BELIEVE, Star Sports launched a series of BELIEVE FILMS featuring Indian Heroes whose stories inspire billions of fans around the country. The series showcases the journey taken by India’s favourite champions, a celebration of their own pursuit of excellence, an exhibit of storylines tied together with one common factor: how all of them, always BELIEVED – and that’s how they made their story happen.

The campaign begins with the first promo featuring Virat Kohli. King Kohli’s journey of becoming one of the greatest sporting legends has defied the old saying of ‘Umeed pe Duniya kayam hai’ (the world endures its strength from Hope), only to reinforce that its ‘Yakeen’ (Believe) that drives the world.

Believe Ambassador and Indian Cricket Superstar, KL Rahul, said, “Joining Star Sports as a ‘Believe Ambassador’ was more than just a association for me—it was a commitment to inspire the next generation of sports enthusiasts across the country. Their legacy of reshaping the sports landscape aligns seamlessly with my vision for sports in this country and together we want to convey the message that dreams have no boundaries, and with unwavering belief, anyone can hit it out of the park, transcending barriers and making their mark on the world. As part of this journey, we’ll continue to fuel the passion for sports and instil the power of belief in every aspiring athlete’s journey in years to come.”

Believe Ambassador and Indian Cricket Superstar, Ravindra Jadeja, said, “This celebration with Star Sports is a shared responsibility to inspire a generation of athletes, cultivate their true potential and make them believe in their dreams. Star Sports’ transformative journey in sports broadcasting mirrors my passion for pushing boundaries on the field. Together, we’ll continue to craft a legacy that resonates with fans and fuels the undying spirit of all sports. Here’s to a decade of belief and many more innings to come!”

In its pioneering journey, Star Sports achieved several milestones, becoming the first-ever sports broadcaster with dedicated Hindi Cricket coverage and launching a 24-hour Hindi sports channel in 2013. Dedicating regional channels for Tamil (2017), Telugu, and Kannada (2019), Star Sports brought new depth to the IPL, a league that had already completed a decade. Over 500 million viewers watched the live broadcast of the latest edition of IPL on Star Sports clocking 427 billion minutes of watch time. As a brand, Star Sports provided world-class sports broadcasting to the country while extensively growing its portfolio of sports.

Star Sports took the lead in promoting women’s sports, producing high-definition live coverage of the ICC Women’s Cricket World Cup in 2013. The commitment continued with a dedicated Kabaddi league for women in 2016, reaching an unprecedented 90 million viewers. Campaigns challenging stereotypes and showcasing the grit and determination of women athletes have driven change in the sporting ecosystem.