Star gets six sponsors for Ind-NZ series

Star India has got six sponsors on board for the India-New Zealand series. There are four more in the pipeline with the agreements to be executed over the next couple of days.

Ceat Tyres and American fast food restaurant chain McDonalds have joined Kajaria Tiles, Vimal Pan Masala, Honeywell Air Purifiers and Paisa Bazar on the list of broadcast sponsors for the series.

The broadcaster, InsideSport has reliably learnt, has priced the ad rates up to INR 4-5 lakh per ten seconds, which is almost 40% higher than the Kiwis tour of India last year.

Star had priced the just concluded India-Australia series’ at INR 9-10 lakh for the T-20Is and 7.5-8.5 lakh per 10 seconds for the ODIs. The actual sales are reported to be in the range of INR 6.5-8 lakh per spot. The broadcaster had fallen marginally short of its internal targets of INR 300 crores as the series is generated an approximate net revenue of INR 280-285 crores.

The Australia series prices also had a Diwali premium attached and the Kiwis come nowhere close to the Kangaroos in commercial values. However, the Star management is upbeat about the prospects of meeting its targets for the series.

The increased ad sales rates are also an exercise to create a benchmark for the Indian Premium League next year, when Star India will have to sell the ad inventory at a much higher rate to make up for the INR 3,270 crore annual commitment it has made to the Board of Control for Cricket in India as part of the 16,347.5 crore five-year media rights deal.