MUMBAI: Neo Prime, the all sports channel from Neo Sports Broadcast stable, has become official broadcast partner of the Raj Kundra and Sanjay Dutt promoted mixed martial arts fighting league Super Fight League.

Neo Sports has entered into a long-term deal with SFL to promote the sport. The sports broadcaster will also televise newly launched Friday Fight Nights, which will kick-off 12 October.

The Friday Fight Night has been launched to provide fighters from India and the world a platform to showcase their skills. To be staged in a specially designed arena in Mumbai, the weekly fight nights will last three hours with weigh-ins, live fights, and interviews from Bollywood cage side guests.

The entry to the Friday Fight Nights will be on invitation basis and through contests on social media.

The first season of the SFL was broadcast on general entertainment channel Colors which had acquired the rights to the property as part of its experimentation with the sports entertainment concept.

SFL has also appointed Olympics bronze medal winning boxer Mary Kom as brand ambassador.

"We have invested more than Rs 25 crores (Rs 250 million) till now in the property and have earmarked Rs 100 crores (Rs 1 billion) for the venture," SFL Founder Chairman Raj Kundra told reporters during a press conference to announce the fight night.

"The Friday Fight Night is an exciting proposition giving a right mix of sport and entertainment to audiences," said Neo Sports Broadcast COO Prasana Krishnan.

SFL?s Friday Fight Night will also be available on SFL dedicated channel on YouTube as it seeks to expand its reach to global markets. The SFL promoters have also entered into strategic alliance with Invicta Fighting Championships to develop women?s MMA talent in India.

Earlier, Neo Prime had partnered SFL to air its action reality show SFL Challengers in India. The series had participants living under one roof with complete camera surveillance documenting their day to day preparations in the quest to become a professional fighter.

The SFL has so far executed three on-ground events in Mumbai, Delhi and Chandigarh. Canada?s Fight Network is the official home for Super Fight League events.

MUMBAI: Neo Sports has said it will be the exclusive broadcast partner for the Nehru Cup football tournament. It is learnt that the broadcaster has paid between Rs 5-10 million for acquiring the rights as it grapples with the challenge to feed its channels with live content.

The broadcaster, which had recently rebranded its cricket dedicated channel as an all sports channel Neo Prime, had televised the Uefa Euro 2012 football tournament and is betting big on football which has been on upswing in the recent past.

The biennial international invitational tournament, which has been organised by the AIFF since 1982, will kick off on 22 August and run till 2 September.

The event was telecast on Ten Sports last time around in 2010.

Defending Champions and two-time winners India will be gunning for a hat-trick of titles and will be up against Maldives, Syria, Nepal and African powerhouses Cameroon in a 10 match round robin league followed by the final between the top 2 teams.

All 11 matches will be broadcast live in prime time, with one match daily kicking off at 7 pm.

Neo Sports Broadcast COO Prasana Krishnan said, ?Neo Sports has added yet another key event to our extensive football line up with Nehru Cup. TV ratings for football in India are growing exponentially, evident with the success of Uefa Euro 2012 on Neo Prime. With Nehru Cup being India?s only international football tournament, it is sure to garner high viewership. We look forward to serving Indian football fans with top class coverage of this celebrated event?

IMG Reliance COO Ashu Jindal said, ?With 2012 being the Platinum Jubilee of the AIFF (All India Football Federation) and India returning as defending champions, we are extremely pleased to partner with Neo Sports for the broadcast of this historic edition of the Nehru Cup. This is a key tournament in our vision to radically restructure and popularize football in India. With double the prize money and an extensive production plan, the event will be bigger and grander."