Global Cricket Venture, the joint venture between Live Current Media and NetLinkBlue Holdings has given Max Media the exclusive online advertising sales contract for IPLT20.com, for the Middle East region. Max Media is a part of ENG Worldwide and is also the exclusive advertising sales representative of the Star TV Network for the Middle East. We wonder if there’s a minimum guarantee involved, particularly since Live Current Media has been struggling to monetize the IPL portal. Last year, LCM invested $2.47 million in Global Cricket Ventures, with minimal revenues. Our extensive coverage of LCM during the last fiscal here

IPLT20.com claims to have received 6.88 million unique visitors during the first season of Indian Premier League, and will offer “live video footage, video highlights, live multi-language audio and exclusive still images.” Since Global Cricket Venture also holds exclusive mobile rights (via NetLinkBlue), mobile advertising rights is also a part of the deal. What works for the IPLT20 website, is that it is going to be promoted extensively on television, like it was in the first edition. [via release]