YouTube has signed up Brylcreem and Lebara Mobile to sponsor its live online coverage of the Indian PremierLeague (IPL), which kicks off on Friday.

The tournament is the Google-owned video-sharing site’s highest-profile move into live sports streaming following its
coverage of The America’s Cup yachting in February.

YouTube will stream 60 live games via its dedicated IPL channel globally in the six weeks from 12 March. The IPL’s YouTube channel, offering highlights of the league, has gained almost 8,000 existing subscribers since it launched in August 2006.

Meanwhile, ITV has agreed a deal to simulcast IPL games via alongside its ITV4 TX. A marketing ampaign will drive fans to the coverage. Both YouTube’s and ITV’s services will rely on a standard feed and commentary. ITV will add its own analysis of games, produced in-house.

Sports broadcaster Setanta screened last year’s IPL tournament ahead of its collapse, reaching an average of
33,000 viewers per match.

Producer Feed comes direct from IPL

Clients YouTube and