23 Nov

Cricket fans are eagerly awaiting the start of the India v Australia series this weekend. The official broadcaster of the series in the Indian Sub-Continent, Sony Sports will be broadcasting the matches in 4 languages and have already signed 15 sponsors. 

The six Co-presenters of the series are Maruti Suzuki India, My11Circle, Byju’s, Amazon.in and Vimal Pan Masala. The Associate Sponsors are Mondelez, Pernod Ricard, MRF, SBI Mutual Fund, Netflix, Dettol, Car24, PharmEasy, MP Birla Cement and Ather Energy. The broadcaster is in the process of closing more sponsors in the next 2-3 days. 

“India v Australia being the first bilateral series (this year) for the Indian team, the response from the advertisers has been huge. We have got close to 15-16 sponsors on board. Post IPL, there was a little worry whether advertisers are willing to spend the money. We thought it was a challenge, but fortunately, we have got a phenomenal response from the advertisers for the series. We are nearly 70-75% sold out. We are expecting 30-35% growth in revenues from TV over the last series,” Rohit Gupta, President, Sony Pictures Networks India told E4M. 

According to informed sources in the industry, the ad rates for a 10-second slot for the TV telecast of the series are in the range of:

Rs 7-7.5 lakh ($9,800 – $10,500) for T20s, 

Rs 1-2 lakh ($1,400 - $2,800) for Tests and 

Rs 5-6 lakh ($7,000 - $8,400) for the ODIs. 

Using cricket to advertise for the first time will be Ather Energy an Indian electric vehicle company that has manufactured the electric scooter Ather 450 and the Ather 450X. It has also established electric vehicle charging infrastructure Ather Grid. The company will be launching their products with high impact series of India vs Australia series. 

Cricket fans in the Indian Sub-Continent will have to subscribe to SonyLIV to enjoy the uninterrupted Live Streaming of the India vs Australia series on SonyLiv.com. 

John Stephenson 


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