India-based sports management company ITW Consulting has acquired certain exclusive advertising rights of India’s tour of Sri Lanka.
Sony Pictures Networks India are the sole media rights holders of the Sri Lanka Cricket Series 2017. The deal involves title rights, on-ground and in-stadia advertising rights for all the cricket matches played during the above two series.
With these rights, ITW Consulting will cover five ODIs and one Test match under the Sri Lanka-Zimbabwe series from 23rd June to 9th July 2017. Then, India will tour Sri Lanka for three Test matches, five ODIs and one off T20 from 23 July to 6 September 2017, respectively.
The Indian team is scheduled to reach Sri Lankan Capital Colombo on July 19. They are likely to play a warm-up match on July 21 and 22. The first Test will be played at Pallekele between July 26 to 30. The action will then shift to Galle for the second Test, which is scheduled to be played between August 4 to 8. SSC, Colombo will host the third Test from August 12. The tour continues with an ODI series between August 24 to September 3, where the two teams will play a five-match series, followed by a T-20I on September 6.
Commenting on the deal, M.S. Muralidharan, Director, ITW Consulting has said: “We are one of the new generation companies and are delighted to partner with Sony Pictures Networks India (SPN) for these two series. With nearly 15 matches scheduled over the series, we are sure that we will be able to build strong and strategic brand associations that will be fruitful for both, the brands and cricket fans.”
“At ITW, we are bringing in innovative technologies in cricket and other sports to ensure fans are engaged throughout the match with a crowd facing interactive display system,” he further added.
Commenting on the deal, Bhairav Shanth, Co-Founder, ITW Consulting, said, “This series has received an overwhelming response from the market. Brands see this as an excellent alternate medium with rationale pricing, delivering perfect ROI. Categories like Telecom Network, Automobiles, Sports Gear along with Handset have locked in their participation. Most of our key slots have been closed a month before the start of the series. We will shortly be making the title sponsor announcement for the India series along with the central on-ground partners of the series.”
Commenting on the association, Rajesh Kaul, President, Distribution and Sports Business, Sony Pictures Networks India (SPN) said, “Viewers are looking forward to the series as this is the Indian cricket team’s first full tour (Tests, ODIs and a T-20) of Sri Lanka in three years. In addition to this, advertisers are also aware of the visibility that is ensured through the duration of the tournament, giving brands a wider reach.”
The 45-day long cricket extravaganza will reach a wide Indian, Sri Lankan and global audience cheering for the powerhouses and superstars of the likes of Angelo Mathews, Rangana Herath, Lasith Malinga as well as their Indian counterparts like Virat Kohli, MS Dhoni, Ravi Ashwin, among others. The series will be telecast by the official live broadcasting partner, Sony Pictures Networks India on Sony SIX and TEN 3 channels and will be livestreamed on SonyLIV.
Scheduled to reach prime time audiences in India and Sri Lanka, the match preview, pitch report and toss will commence 30 minutes prior, followed by the match at 10:00 AM IST for Tests, 2:30 PM IST for ODI’s and 7:00 PM IST for T20.