Mumbai, The Indian Premier League (IPL), the worlds hottest sports league as per Forbes, today announced that IPL 2010 will be broadcast in its entirety in the UK in an exclusive deal with ITV4. This landmark deal sealed by World Sport Group, the exclusive global media partner of the IPL, will mark the first time live cricket will be shown across ITVs network of channels, the oldest and largest commercial television network in the UK.

The deal, for IPL 2010 - the leagues third season, will result in 60 matches broadcast live across the ITV network over the 45 day season, beginning on Friday March 12th. The IPL will be available as part of a bespoke section of ITV.com. The tournament will be the subject of a prominent marketing campaign on ITV.

From a standing start in 2008, the IPL has become one of the best sporting innovations in global sport in recent time. Broadcast over all continents including Australia, U.S.A, the Middle East and Africa, the IPL last year captured a worldwide audience of 450 million in only its second year. IPL 2010 - the leagues third season, is now set to take place back home in India following last years tournament being hosted in South Africa where the Deccan Chargers triumphed, captained by Adam Gilchrist.

IPL 2010 will feature eight teams playing Twenty20 cricket, compete in a unique cricketing carnival unlike any other. Fuelled by unparallel entertainment on and off the pitch, IPL 2010 will see the participation of some of the worlds greatest players including Sachin Tendulkar, Kevin Pietersen, Shane Warne, Jacques Kallis and Chris Gayle.

Lalit Modi, Chairman and Commissioner of the IPL said: This is a hugely significant deal for the IPL, given the large Indian and Asian diaspora. Cricket has a massive following in the UK and this landmark agreement is fantastic for those fans, for IPL and cricket as a whole. IPL is a truly global competition unlike any other in cricket and is ideally suited to the British passion for both cricket and entertainment. We are delighted that ITV has recognised the games appeal and are certain that it will pull out all the stops in ensuring that our fans have access to creative, innovative and enriching content that will be available in full, free to air, throughout the UK.

Seamus OBrien, Chairman and CEO of World Sport Group said: The ITV platform provided us with the best opportunity for the IPL to reach the largest possible audience in the U.K. Our multimedia partnership with ITV and the extensive live coverage on offer gives us the best of all worlds in a key market. We are confident that the quality of the IPL and ITVs presentation will bring a significant audience to the network, and raise the profile of the league even further.

ITVs Director of Digital Channels and Acquisitions, Zai Bennett said: In only two years, the Indian Premier League has already established itself as one of the worlds most high profile and exciting sports events which attracts some of the very best cricketers from around the globe. Its an exciting acquisition for one of the UKs fastest growing digital channels and were delighted to be able to offer the whole tournament free-to-air to our viewers.