Star Network,the media and entertainment firm owned by Rupert Murdoch,today said it will invest more than Rs 20,000 crore to expand its sports coverage in India and has roped in cricket captain M S Dhoni as brand ambassador for its Star Sports channels.
The network also unveiled a new brand identity for Star Sports across six channels and has renamed all the ESPN channels,subsequent to the buyout of ESPN Incs stake in their 16 year old joint venture ESPN STAR Sports.
Star has made a commitment of more than Rs 20,000 crore into sports business. The investment is being used to fuel expansion of sports coverage in the country and to build exciting new leagues,including the Indian Super League in football,the Hockey India League and the Indian Badminton League, Star Network said. Commenting on the development,STAR India CEO Uday Shankar said: Cricket is too big to be confined to just one channel. Today,we are redoubling our efforts to showcase the best of Indian and international cricket to the sports fan. The new brand is also about showcasing our commitment to other sports.