Ten Sports inks deal with Machdar Motorsports

MUMBAI: In order to broaden its programming base, Ten Sports has signed a long term deal with Machdar Motorsports for the i1 Super Series. The event, which kicks off in January 2012, will be a motorsports league comprising of eight franchises.

Ten Sports CEO Atul Pande said, "We think that there is place for a domestic racing league. Our programming mix is the best among the sports broadcasters and this property is a significant addition."

He adds that with the kind of capital and marketing dollars chasing it, the event will gain traction.

"Right now there is viewership for motorsports but most of the viewership is for international events. This league though can surpass those numbers and bring in new viewers," Pande said.

He adds that the success of the recently held F1 race in Delhi showed that there is an appetite for motorsports in the country.