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ESD, promoted by investment advisory and private equity firm DAR Capital Group, made the highest bid for the IPL’s theatrical rights for matches to be played in seasons 2010 to 2019.

As per the deal, Entertainment and Sports Direct will get the exclusive exhibition rights for audiences in cinema halls, stadium, water-borne vessels, buses, trains, armed service establishments, hospitals, bars, hotels, restaurants, airports, railway stations, shopping malls, offices, construction sites, oil rigs, clubs, auditoriums, spas, salons and other similar public venues.

According to the reports, two bids were received for the theatrical rights tender from Triplecom Media and ESD and the bid by ESD was the higher of the two offers.