The Nasdaq-listed SEGG Media Group, a company involved in sports, entertainment and gaming, has announced its first official football league partnership in the Indian subcontinent through a major five-year commercial agreement with the Super League Kerala (SLK) valued at over Rs. 100 crore ($11.6 million).

The agreement establishes SEGG and Sports.com as the exclusive global commercial and broadcast partner for SLK, a frachisee football league, encompassing the following:

•  Exclusive international streaming rights across all territories.
•  Integrated gaming and fan engagement products.
•  Global sponsorship and brand activation rights.
•  Distribution focus across the Indian subcontinent and MENA, especially targeting the vast Kerala diaspora in the Middle East, North America, and Europe.

According to a media statement issued from Dubai by SEGG on July 19, season 1 of the Super League Kerala drew nearly 13 million viewers and season 2 aims for a 25 percent increase in audience reach through Sports.com’s immersive streaming platform and targeted media activation strategy.

The deal is expected to be cash generative through a combination of subscription, advertising and licensing revenue, with rollout beginning immediately ahead of the upcoming season, the statement added.

“This is more than a sports rights deal—it’s a powerful validation of the Sports.com strategy,” said Matthew McGahan, CEO and President of SEGG Media Group, “To enter the Indian market through Kerala, a state with an electrifying football culture and millions of global fans, gives us a high-growth, cash-yielding product to launch the Sports.com app with force.”

The signing ceremony took place in Dubai, marking the first official rights agreement under SEGG’s rapidly scaling GXR World Sports Platform, and the first live football rights acquisition for the company’s flagship Sports.com app.

“We’re honoured to be signing this deal here in Dubai,” added Paul Roy, CEO of GXR, “This partnership proves how the GXR World Sports platform can unite emerging markets and global tech infrastructure to deliver transformational media rights outcomes.”

Those who attended the signing ceremony included (in the picture) Matthew McGahan, CEO & President of SEGG Media; Paul Roy, CEO of GXR; Marc Bircham, Main Board Director of SEGG Media and Head of Acquisitions at Sports.com; Tim Scoffham, CEO of Sports.com Media and Lottery.com International; Mathew Joseph, Director and CEO, Super League Kerala and Firoz Meeran, Director, SLK.

Joseph termed the partnership a “historic moment for football in Kerala”, saying the vision had always been to connect Kerala’s passionate football community with the global stage. Meeran described  the deal as a “huge leap forward for SLK”, which will allow it to amplify the reach across continents.

Bircham said that this was the first of many league partnerships that will power Sports.com across India, Asia and MENA. “We’ve built Sports.com to become the global home of sport, and this is the first piece of live IP that starts to prove it,” added Scoffham, “India is a priority territory for us, and this is just the beginning.”

The partnership will see SEGG deliver a tiered subscription model through Sports.com, enabling fans to engage with SLK matches in multiple languages, backed by real-time stats, fantasy integration, and on-demand replays. The deal also includes commercial inventory for local and global sponsors, creating a scalable advertising engine tied to viewership growth.