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.”
