Sponsors line up for this year’s Indian Premier League

The new season of the Indian Premier League (IPL) cricket tournament launches next month and it is reported that Star & Disney India, the Indian broadcast rights holder, has signed up – or is on the verge of signing up – 12 TV sponsors on top of the ten digital sponsors the company has announced already.

Why it matters

The broadcaster expects the 2021 tournament will perform even better than the delayed 2020 tournament. A new brand valuation study from consultants Duff & Phelps, reported on IndianTelevision.com, indicated that the value of the IPL ecosystem declined by 3.6% to Rs 45,800 crore last year.  

2021 IPL sponsorship details

• According to sources contacted by Exchange4Media, TV sponsors are most likely to be Byju's, Dream11, PhonePe, Coca Cola, Maruti, MRF, Voltas, Amazon, Polycab, Association of Mutual Funds in India (AMFI), ITC and Just Dial.
• Digital sponsors will be Dream11, Upstox,Vimal Elaichi , PhonePe, AMFI, Unacademy, Pharmeasy, Livspace, Swiggy and Parle Agro. Dream11, PhonePe and AMFI are sponsors across both TV and digital.
• Overall, 90 to 100 brands are expected to advertise on TV while 160 to 200 brands will advertise digitally on the Disney+ Hotstar platform.
• Half of the IPL ad inventory on TV will be taken by sponsors while the remaining half will be given over to spot buyers.
• Co-presenting sponsors are being asked to pay Rs 13.2 lakh per ten seconds, rising to Rs 13.6 lakh per ten seconds for associate sponsors. Meanwhile, spot buyers are being charged Rs 14.1 to 14.3 lakh for a ten-second spot.

Key quote

“With a host of innovative advertising formats, targeting on connected TVs, and custom branded content solutions, brands have the unique opportunity to reach a highly engaged and affluent audience through the sharp targeting options available on live sports” – Nitin Bawankule, president of ad sales at Star & Disney India.

Sourced from Indian.Television.com, Exchange4Media