KOLKATA: The Indian Premier League (IPL) going into limbo due to the current Covid2019 crisis has thrown up a whole host of problems for the stakeholders involved. With only 29 games played and nearly an equal number of matches still in hand, advertisers who had struck ad deals well in advance or for the entire duration of the league were in a fix. Now, it has emerged that official broadcaster Star Sports has asked advertisers who had slots for the tournament airtime to pay only for the matches that have been played.

Star Sports has also reached out to title sponsors and advertisers which had bought airtimes with an option to continue the deals when BCCI orders resumption of the tournament.

“Given the unprecedented times, Star India has reached out to all their advertisers informing them and their agencies to only bill for the inventory consumed so far. The contingency plan gives brands the first preference to continue the ad deals if and when BCCI decides to resume the league at a later stage," a PTI report stated quoting a source.

The source added that this option will enable brands to capitalise on the second leg and the transparency will ensure a minimum adverse impact on their business objectives.

Last Tuesday, BCCI decided to "postpone" the ongoing IPL season with immediate effect after several players and support staff tested Covid positive. For the first 26 matches played in IPL 2021, Star India network has garnered a cumulative reach of 352 million, as against the 349 million reach for IPL 2020.