2018 Indian Premier League (IPL) is going to be the eleventh edition of this franchise tournament. While the first ten editions had been telecasted by Sony Pictures Networks, this is the first time when Star India TV network is going to telecast the IPL.
In the last September, Star India had won the worldwide broadcasting rights for TV and digital media of the IPL for 2018 to 2022 by bidding INR 16,347.50 crores. Recently, Star India TV announced in a media release that total 34 brands have already joined as the sponsor for this upcoming tournament.
EVP and the Head of Ad Sales for Star Sports, Anil Jayaraj stated, “We are delighted with the response for the VIVO IPL 2018 from the brands across sectors. We are happy to announce that the brand tally is now 34. Brands are actively choosing VIVO IPL 2018 as the marketing vehicle to deliver their business ambitions in 2018 as they have a single media property which can appeal to demographics across geographies.”
He further added, “All brands that have come in so far have chosen to up their investments significantly over past years – this is because of their belief in the delivery of the combined power of TV as well as digital. These brands will get to leverage the power of multiple screens, multiple languages and broaden their reach and engagement like never before. 2018 VIVO IPL will be an un-missable platform to build brands.”
Some of those brands names are Jio, AMFI, Asian Paints, Berger Paints, Blue Star, Ceat Tyres, Crompton, Dollar, Domino’s, Ford, Haier, Luminous, Pidilite, Sleep Well, Vanessa, Vimal Pan Masala, Voltas Vivo, Colgate, Amul, Coca-Cola, Dream 11, Elica, Kent, MakeMyTrip, Parle Agro, Parle Products, Polycab etc.
According to a recent Economic Times report, Star India has only managed to generate INR 800 crore from the IPL sponsorship sales while their target is around INR 2,000 crore.
According to them, a Star India source claimed, “It (ad sales) has not gone the way we had hoped. Now the task is Herculean as adding another ₹1,100-1,200 crore means a run rate exceeding ₹40 crore per day.”
On the other hand, Dentsu Aegis South Asia chairman and CEO Ashish Bhasin recently said as per Economic Times, “IPL is one of the strongest platforms and everyone wants to advertise on IPL, but I don’t think in today’s market, any client is ready to pay a significant premium over last year’s rates. I believe it will be a 10-15% increase over the last season.”