With the T20 World Cup kicking off on 8 March in India, broadcaster Star Sports has roped in as many as four co-presenting sponsors for the event. They are Nissan, Airtel, Oppo Mobile and Flipkart.
The associate sponsors are Pepsi, Vimal Pan Masala, Lloyd AC, Raymonds, Cricbuzz, MRF and Cadbury.
The co-presenters will get 180 seconds a match while the associate sponsors will get 100–130 seconds a match.
There will be 35 matches in total.
Initiative CEO Anamika Mehta says that this year there is a lot more T20 cricket on offer. “Team India is doing much better in this format than in ODIs and in Test cricket.
The World Cup and the Indian Premier League (IPL) are attracting the same categories but different sets of advertisers. So while Amazon has returned to the IPL once again, Flipkart is using the World Cup.”
The same situation exists in the beverage category where Pepsi is on the T20 World Cup as a sponsor while arch rival Coca-Cola is on the IPL. “It is a question of marketers’ objectives. Your association with an event depends on what you are trying to achieve.
The IPL is a safer bet as it is not dependent on the performance of one team.
With the World Cup, on the contrary, interest will depend on how far India progresses in the event,” says Mehta.
Mehta also feels that Star Sports could hold back some inventory to the tune of around 20 per cent to cash in should India progress.
In terms of two new teams replacing Chennai and Rajasthan, Mehta feels that players like Dhoni are bigger brands than the teams.
That is not the case with the EPL where the likes of Manchester United and Manchester City are bigger brands that any individual player.
The IPL teams have yet to reach the iconic status of the EPL teams as the English clubs have been around for a far longer period of time.
Mehta also notes that interest in properties like the Masters Champions League and the Under-19 Cricket World Cup will be muted. That is due to the marketing push.
Much more effort will be spent by Star and Sony on the World Cup and on the IPL than on an event featuring retired cricketers or an event that has young players that not many people have heard of. This has always been the case.
Read more at:
http://www.televisionpost.com/television/star-sports-ropes-in-sponsors-for-t20-world-cup/
The associate sponsors are Pepsi, Vimal Pan Masala, Lloyd AC, Raymonds, Cricbuzz, MRF and Cadbury.
The co-presenters will get 180 seconds a match while the associate sponsors will get 100–130 seconds a match.
There will be 35 matches in total.
Initiative CEO Anamika Mehta says that this year there is a lot more T20 cricket on offer. “Team India is doing much better in this format than in ODIs and in Test cricket.
The World Cup and the Indian Premier League (IPL) are attracting the same categories but different sets of advertisers. So while Amazon has returned to the IPL once again, Flipkart is using the World Cup.”
The same situation exists in the beverage category where Pepsi is on the T20 World Cup as a sponsor while arch rival Coca-Cola is on the IPL. “It is a question of marketers’ objectives. Your association with an event depends on what you are trying to achieve.
The IPL is a safer bet as it is not dependent on the performance of one team.
With the World Cup, on the contrary, interest will depend on how far India progresses in the event,” says Mehta.
Mehta also feels that Star Sports could hold back some inventory to the tune of around 20 per cent to cash in should India progress.
In terms of two new teams replacing Chennai and Rajasthan, Mehta feels that players like Dhoni are bigger brands than the teams.
That is not the case with the EPL where the likes of Manchester United and Manchester City are bigger brands that any individual player.
The IPL teams have yet to reach the iconic status of the EPL teams as the English clubs have been around for a far longer period of time.
Mehta also notes that interest in properties like the Masters Champions League and the Under-19 Cricket World Cup will be muted. That is due to the marketing push.
Much more effort will be spent by Star and Sony on the World Cup and on the IPL than on an event featuring retired cricketers or an event that has young players that not many people have heard of. This has always been the case.
Read more at:
http://www.televisionpost.com/television/star-sports-ropes-in-sponsors-for-t20-world-cup/
