PhonePe is the first signing as a broadcast sponsor for the Indian Premier League season 12. E-commerce company Flipkart’s mobile payment application is confirmed to have inked the deal to be one of the broadcast sponsors for the IPL 2019.
The global IPL media rights holder Star Sports is targeting a 20% appreciation on the ₹1,800 crore advertisement revenue it has earned from over 80 brands last year, when cricket’s richest league was broadcast on the Star Sports network for the first time ever.
Star India has wrested the IPL media rights from Sony Pictures Network India last year in a record ₹16,347.5 crore for the five-year period between 2018-2022. The deal amounts to a whopping ₹ 3,270 crore per annum. Star Sports is looking for ₹ 5.5 lakh to ₹ 13 lakh for a 10-second advertisement slot during the IPL this year.
However, Star India unlike the last year will face a tough challenge from news channels as the league broadcast will directly clash with the general election news flow on television. Brands also see elections as an opportune moment to connect with their targeted clients by advertising on news channels.
“I will be smartly segregating the marketing spent of my clients between election opportunities and the IPL. In another scenario, you go all out for the IPL. Having said that, I will still maintain that the elections are not going to have a threatening impact on the IPL advertisement spent,” a leading media buyer told Insidesport.co on condition of anonymity. “I am wondering why people are not talking about the ICC World Cup. That is another considerable opportunity for the brands. To put everything in perspective, I will put my moneys on IPL, World Cup and then elections in order of preference.”
Star Sports this year is seeking a major push from its regional channels and the OTT platform Hotstar.
Star India had reached out to the market with its sales pitches even as the league schedule and venues have not been finalised as yet. The league last year has generated ₹ 1,800 crore in ad sales. The broadcaster, according to sources associated with sales, is targeting to reach up to ₹ 2,100 crore this season.
With three regional channels – Tamil, Telugu and Kannada – added to the Star Sports bouquet and plans for a live Bangla feed, the broadcaster is seeking a major push from sports regional market and a considerable gain from its OTT Platform Hotstar, which has performed exceptionally well with the IPL 2018.
Star, being the International Cricket Council media rights holder, will also be the exclusive broadcaster for the ICC World Cup 2019. This gives it an advantage to club the IPL and ICC World Cup advertisement packages. The World Cup following soon after the IPL also works for the broadcaster’s and the brand’s advantage if the packages are clubbed.
However, the Star India as of now is selling the IPL separately. Insidesport.co is in possession of the IPL ad sales pitch.
Insidesport.co has also learnt reliably that Star India has made a joint IPL and the ICC World Cup sales pitch in the powered by and associate categories to a couple of top advertisers. However, no serious discussions have started yet as “the market is still warming up to the idea. The joint IPL– World Cup package in the powered by and associate category is priced between ₹ 350 crore and ₹ 400 crore”, a source has confirmed.