With the popularity of football increasing in India every passing day, the acquisition of rights to telecast the FIFA World Cup 2010 recently witnessed a mad scramble among television channels. Ultimately it was ESPN Star Sports which emerged victorious, but it had to bid $40 million for acquiring the telecast rights. In comparison, the right to the 2006 FIFA World Cup was clinched at just $8 million, whereas that for 2002 got bagged for just $ 3 million. Even Ten Sports and Neo Sports were interested in acquiring the telecast rights. Ten Sports had placed a bid of $35 million, whereas Neo Sports stuck to its $28 million bid. One hears the entire scenario changed after calls for fresh bids were made.

From the three interested parties, it was ESPN that emerged as the highest bidder. The profits which television channels out of airing sports event is evident from the fact that the 2006 world cup was viewed by more than 50 million people in just India. Consequently, the ESPN would be telecasting 275 international football games, including the 2010 FIFA World Cup and the FIFA Confederations Cup as the 32 teams gear up for the coveted trophy in South Africa between June 11 and July 11, 2010. The ESPN has clinched telecast rights for India, Pakistan, Sri Lanka, Bangladesh, Bhutan and Nepal.