The Indian Premier League (IPL 2020) commencing on 19th Sep will be the biggest in terms of viewership and revenues, says Gautam Thakar, CEO Star Sports. According to Star Sports, the response from the advertisers has been great and now is the time for the tournament to begin with Chennai Super Kings taking on Mumbai Indians in the opening game.
In an interview to e4m, Thakar also declared that Stat Sports has closed record 18 sponsors for the IPL 2020. InsideSport had earlier reported last week that the official broadcaster of the league has already sold the entire sponsorship inventory and Thakar echoed the report.
“This is going to be the biggest IPL ever, both in terms of viewership and revenue. We have sold 95% of our inventory and have 18 sponsors onboard for the show so far. This is the highest number of sponsors we have ever had. Brands had allotted spends for IPL, Asia Cup and T20 World Cup, and now with Dream11 IPL being the only cricket property for 2020 plus it being a festive season, it has become the obvious choice for brands to make.
The matches start earlier at 7:30 pm, there are fewer double headers and this should translate to higher ratings as there is a pent-up demand and people are confined at home. Overall, it’s been a strong season in the run up to the IPL and closer to Diwali we expect to see more interest. It’s not as if we hold back inventory and if people are willing to buy at the price, we will sell it”
“It will be hard to put a number right now; we will just have to wait to see the numbers, what overall IPL 2020 will deliver on revenue front”
Thakar also said it has been completely different IPL experience this time. According to him, Covid-19 gave us an experience which no one has ever seen.
“It’s just been a different experience. We have created our own bubble in the office for the commentators and the crew. So, for the seven-week period of IPL, they will be ferried from the hotel to the office and back as we don’t want them to have any exposure. A lot of thinking and planning has gone into how to keep people safe and secure, put them in a bubble to prevent exposure and minimize the risk of COVID-19. There’s a deep protocol as people are tested before they enter the bubble, then quarantined, then tested again before being allowed in the bubble. I wouldn’t necessarily call it a challenge but it’s something that the world hasn’t had to deal with earlier”
IPL 2020 : Byjus biggest spender on-air, Dream11 biggest spender overall in IPL 2020
According to the info available with InsideSport, Byjus’s will be the biggest spender this year on the ON-AIR advertising and Dream11 will be the highest spender overall in the IPL 2020. Byjus who were conservative while bidding for the IPL Title sponsorship is spending the biggest on the ON-AIR advertising in IPL 2020. According to the sources, Byjus who already had singed up as Co-Presenting partner of the league with Star has now also signed up as lead sponsor of Pre-Post and Mid-Innings (PPL) shows of IPL 2020.
It is worth noting that Maruti last year was the lead sponsor of PPL shows and will now be replaced by online learning company Byjus.
Byjus total on-air spending will be in the range of 150-160Cr for the season.
But without any doubt Dream11 will be the most visible brand in IPL 2020 on the back of spendings on both IPL Title Sponsorship and IPL ON-AIR sponsorship with Star India. Dream11 is shelling out 222Cr for IPL Title sponsorship and will be spending in the range of 125-130Cr with Star as Co-Presenting partner.
As the entire world reels under the pain of Covid-19, the IPL MONEY TRAIN is running as smooth as it was in past.
More than 200 brands will be riding on the brand IPL currently in its 13th season.
These brands will be advertising either as On-Air advertisers with broadcaster Star India, BCCI Central Sponsorships, IPL Team Sponsorships, or as advertisers on IPL Live Streaming feed on Disney+ Hotstar. According to the InsideSport estimates, the total number of advertisers on IPL 2020 will easily cross 200 in numbers.