Star India has reportedly roped in six more on-air sponsors for the upcoming Australia tour of India. Hero Honda, Maruti Suzuki and Samsung Electronics were the first three to come on-board for a 5 ODI and 3 T20s series slated to long for nearly a month.
The six more sponsors that have come on board include Lever Ayush (a Hindustan Unilever brand), MakeMyTrip, Policy Bazaar, LG, Daily Hunt (news portal/app) and Coca Cola India.
Star India has been seeking Rs 9.5 lakh and Rs 11.75 lakh for a 10-second slot for the ODIs and T20s respectively, with about 7% to 10% buffer for negotiation. The market was crying foul over this hike as experts put Rs 4.25-4.50 lakh per 10 seconds for ODI and Rs 5.5-6 lakh per 10 seconds for T20 as holistic inventory price for the series.
“With brands like Hero and Samsung coming on board, Star stands vindicated in its stand to hike the (ad slot) rates,” a leading sports media buyer told Insidesport. “The broadcaster has been successful in its experiment.”
While, Hero Motocorp and Coca Cola have been major sponsors for sports in the country, they will regroup with cricket after more than five years. Hero Motcorp is also associated with Star as an ISL sponsor.
With all the games belonging to the shorter format of the game, the broadcaster will be hopeful of attracting more audience with festive season round the corner. This also in turn will be a bullish time for the advertisers as well.
“This festive season will be all about cricket. After Australia, their trans-Tasmanian neighbours, New Zealand, will visit India, followed by Sri Lanka. It’s going to be a cricket extravaganza over the next few months for cricket fans across the country. The back-to-back series are best positioned for brands to help them achieve maximum reach in a cluttered environment this festive season,” a Star India spokesperson said.
The Australian team, who are playing their tour warm up game at MA Chidambaram Stadium in Chennai against a Board President’s XI, will face the Men in Blue on September 17 in the first ODI at the same venue. The month- long series will be a battle for supremacy between the two powerhouses of global cricket. Kangaroos will be followed by New Zealand for the tour involving 3 ODIs and 3 T20Is and thenSri Lanka comes to play 3 ODIs and 3 T20Is.