IPL 2018: Star India to earn INR 1,600 crore from on-air ad sales

IPL 2018: Star India to earn INR 1,600 crore from on-air ad sales

Mahel Jayawardene
Mumbai Indians were crowned as IPL champions in season 10. Photo Credit: Getty Images.

Indian Premier League (IPL) is undoubtedly the biggest domestic professional league in the cricketing world. It had garnered plenty of attention from fans across the globe. Its financial structure has taken the game to a new level.

Star India had brought the broadcasting rights last year for a record price. And as per the latest news, the broadcaster could be expected to earn INR 1,600 crore from on-air brand partnerships. This will be a massive 30% increase from last year (2017).

Sony Network Pictures (SPN) which held the rights till last season, had earned INR 1200 crore in ad sales. Star India is believed to have already sold 90 percent of its ad inventory to 80 brands by signing sponsorship deals.

In addition, some of the brands include the likes of Vodafone, Amazon, PepsiCo India, Mondelez India, Samsung, Nivea, MRF Tyres, Honda Motorcycle and Scooter India along with Swiggy.

Other big sponsors also include Vivo, Coca-Cola and Reliance Jio. While there are associate sponsors like Future Group, wire and cable manufacturer Polycab, Parle Products, Association of Mutual Funds of India and MakeMyTrip.

MS Dhoni CSK Stephen Fleming
MS Dhoni motivated to recreate Chennai Super Kings magic says, Stephen Fleming. Credit: BCCI/IPL.

IPL 2018 is garnering a lot of interest amongst fans. The return of Chennai Super Kings (CSK) and Rajasthan Royals (RR) back into the league is going to definitely help.

Star India is already promoting the league aggressively in regional languages. It would further increase the viewership for the upcoming season.

“IPL is immensely popular and the biggest home-grown cricket league, both in terms of viewership and sponsorships. We expect to see a 30-40% jump in on-air sponsorship this year,” said Harsha Joshi, an independent media-buying consultant.

“Star India is already investing in creating enough buzz around the upcoming league. While television is a big revenue churner for Star, digital will see an increase in ad sales because of high viewership owing to affordable data cost,” Joshi concluded.

Hotstar to see a surge in viewership:

Apart from the TV broadcasting, Star India also holds digital rights. The company will be broadcasting IPL live on Hotstar and also in all regional languages apart from English.

This aggressive stance will help Star India on the digital platform as well in reaching far more audience than expected.

“IPL will help Hotstar with at least a 20% surge in viewership. With the league being in the snacky content format along with cheap data tariffs, I foresee Hotstar outdoing itself both in terms of viewership and ad sales revenues, which may go up to Rs200 crore,” said Ashish Bhatnagar, managing director (north), Omnicom Media Group.

IPL 2018 is set to begin on April 7 when defending champions Mumbai Indians take on former champions Chennai Super Kings in Wankhede Stadium.

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