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Star Sports pockets Rs 150+ crore in sponsorship for India - SA cricket
MUMBAI:
Star
India
president
-
sports
Nitin
Kukreja
is
a
happy
man.
With
three
co-
presenting
sponsors
and
seven
associate
sponsors
on
board
for
the
India
-
South
Africa
cricket
series,
Star
Sports
has
so far pocketed more than Rs 150
crore in sponsorships, even as more
deals are being negotiated.
Beginning 2 October, the Mahatma
Gandhi – Nelson Mandela series will
have three T20s, five ODIs and four
Test matches, which will be played
over a span of two months. This in
turn offers the channel a huge
inventory to generate revenue.
A source close to the development
informs Indiantelevision.com that the
three co-presenting sponsors for the
series namely PayTM, Raymond and
Lava have paid approximately Rs 20
crore each. On the other hand, the
seven associate sponsors - Maruti
Suzuki, Airtel, Idea, Intex Led TV,
Hero, Pernod, and OLX have shelled
out approximately Rs 13 crore each,
taking the total amount that Star
India has earned in sponsorship to Rs
151 crore. Moreover, the broadcaster
is in final stages of negotiations with
a few more brands for the India -
South Africa series.
In terms of ad
rates, the 10
second slot during
T-20 matches has
been priced between
Rs 2.5 - 3 lakhs.
ODIs and Tests
have been priced at Rs 1 lakh and Rs
70 thousand respectively, the source
adds.
This is PayTM’s first series in the
four years title sponsor deal, which it
earned by outbidding Micromax. PayTM
sealed the deal for Rs 203.28 crore,
which is to be paid over the four year
term. Maxus in association with
GroupM ESP properties was
instrumental in cracking the deal for
PayTM.
Speaking to Indiantelevision.com,
Maxus managing partner Navin Khemka
says, “We could not have asked for a
better series to kickstart the deal.
It’s bang in the middle of the festive
season, a period where brands spend
maximum. The success or failure of
the cricket series will be decided by
the quality of cricket played on the
field.”
CAA Kwan COO
Indranil Das Blah is
of the opinion that
the series will spell
success for BCCI
and broadcaster
Star Sports. “India
VS South Africa is a marquee contest
and hence advertisers and sponsors
will show interest in the initial stages
but the annual fate will depend on the
performance. The festive season is
when brands unveil a lot of new
launches, so timing-wise, it cannot be
better,” he says.
Another media planner with condition
of anonymity adds, “To me, the Rs 20
crore figure seems inflated. I think
Rs 13 - 14 crore is what they are
getting and that’s a good bet. If the
series starts well, the numbers will be
delightful for Star. The ad rates are
realistic and can go much higher for
last moment entrants if the series
gets poised.”
http://www.indiantelevision.com/televisi...ies-150923
ANIL G
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