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Read more about IPL 2018: With TV-digital rights combo, Star ropes in 11 brand partners on Business Standard. The Uday Shankar-led Star network, which has the digital and TV rights to the annual T-20 tournament, is in the driver's seat
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ropes in 11 brand partners
Star Indiahas attracted 11 brands for its ‘reimagined’ telecast of the Vivo Indian
Premier League. The annual T-20 extravaganza changed hands after Star recently
bagged it with a Rs 163.48-billion bid for five years. This is the first time the IPL
will be available on the same network on TV and digital platforms.
This, believes Anil Jayaraj, executive vice-president and head of ad sales for Star
Sports, has been the key driver for attracting brands. He says: "Having both TV
and digital platforms means brands will for the first time have the opportunity to
leverage the power of multi-screen. This allows brands to combine the power of
mass reach and targeted performance. We have gone to market with a combined
proposition but have been fluid in that if a brand wants to lean more heavily on
one platform, we adapt. The positive thing is that we have not come across a
single brand yet refraining from either platform.”
Some of the brands that have signed on the property so far include IPL regulars
like Vivo (also the title on-ground sponsor), Kent and Parle. Newcomers into the
fold include Elica Kitchens (modular kitchens), Dream11 (fantasy league portal),
Polycab Wires and Coca-Cola.
The global beverage giant has been a known brand in cricket sponsorships in the
past, but it has dialled back on cricket sponsorships in the recent past, and started
investing in cricket tournaments since last year.
“IPL has always lived up to its promise of being the most impactful media
property, and there is the added attraction of the return of two popular teams
this year. We are seeing good traction with our clients. Star has developed a very
strong marketing plan and created a lot of innovative opportunities for
advertisers across their broadcast and digital platforms,” says CVL Srinivas, CEO of
GroupM South Asia.
Last year, Sony Pictures Network India (SPN) had roped in nine brands on TV,
while Hotstar had close to 10 brands associating with the property on the digital
platform. While SPN earned around Rs 13 billion from ad-sales in IPL 2017,
industry estimates peg Hotstar’s ad-sales revenues in the Rs 1.8 billion to Rs 2
billion range for last year. Experts say it is too early to say how much Star India
would make from this year’s telecast of the tournament. However, market
estimates say Star India would be looking at around Rs 20 billion in ad-sales
In order to make the most of the tournament, Star India has extended the
engagement duration on the IPL to six month, starting with the IPL player
retention process (televised for the first time this year) in January, followed by the
player auctions at the end of January. In the run up to the tournament, the
network will be airing programmes around the teams and their preparation for
IPL 2018 – all monetisable assets on TV and digital.
Article By - Business Standard