YouTube to Stream Live Ad-Supported IPL Cricket Matches

YouTube has secured a deal to stream live, ad-supported coverage of cricket matches from the upcoming 2010 DLF Indian Premier League, in what will be a first for the Google-owned video giant.

Google’s Indian operation announced today that all 60 matches will be available to a global audience — with the exception of the U.S. — and that Google and IPL will share revenues generated from sponsorship and advertising on both YouTube and the official IPL site. Alongside the live action, users will also have access to match highlights, player interviews, and a range of extra content on the YouTube site.

Opportunities will be available to a limited number of sponsors over the course of the 45 day series, and will include ad offerings on the dedicated YouTube IPL homepage and the live stream pages, in addition to video ads during the matches themselves. Current IPL sponsors include global brands such as Vodafone, Citibank, and Honda.

The new IPL season, currently sponsored by Delhi Land and Finance (DLF), begins on March 12.

Given the cross-territory nature of the agreement, the potential audience could be huge from an advertiser perspective. In a statement, IPL Chairman Lalit Modi highlighted that fact, commenting that the partnership will offer “global reach on a single distribution platform.”

The deal represents the first time the video sharing site will stream a major sporting event. In October, YouTube hosted live coverage of rock band U2’s gig in California. Alongside the cricket coverage, Google will also host an IPL-branded community on its social networking service, Orkut, supporting live chat with players and team owners, competitions, and polls.

In the past year, YouTube has steadily added to the range of premium and long-form content it offers as it looks to become a destination for professionally produced content. In the U.K., for example, it recently secured deals to stream full length ad-supported content from major broadcasters Channel 4 and FIVE, and it also has deals in place with organizations such as the BBC.

The new IPL season begins on March 12 and consists of 60 matches over a two month period.