- Saiman Das
In a time when marketers are taking their time to finalize agreements, Disney Star, the official TV distributor of the IPL, has signed five television partners for the Indian Premier League (IPL) 2023. Dream11, Coca-Cola, Pepsi, Asian Paints, and Airtel are some of the sponsors.
Further joining Viacom18 as IPL broadcast partners are Dream11 and Pepsi. According to estimates, the media firm has already signed 14 partnership agreements.
According to industry insiders, Disney Star is also deep into negotiations with advertisers to finalize sponsorship and spot-buy agreements. Up to the time of publication, Disney Star had not answered any questions.
Marketing executives claim the strong rivalry between Disney Star and Viacom18. It will be broadcasting IPL for free on the Jio Cinema app. This is the reason why the IPL ad sales are taking longer than normal to be finalized.
Although a few, most marketers can afford to advertise on TV or online. Because of the high costs associated with IPL endorsement. According to a media purchaser, who also noted that the advertisers are attempting to negotiate the finest quality terms with Disney Star and Viacom18.
According to market sources, Disney Star is looking for investments from co-presenting sponsors in the range of Rs 150–160 crore. And Rs 65–100 crore from associated advertisers.
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The price per 10-second place ranges from Rs 17.5 to Rs 18 lakh for advertisers and from Rs 18 to Rs 18.5 lakh for spot purchasers. The media purchaser previously mentioned said, “The ad agreements finally materialize at a bargain because these are the asking rates.
The channel will show the IPL on over 20 channels. Such as the Hindi movie channel Star Utsav Movies. It is also accessible via the free direct-to-home (DTH) service DD Free Dish. Several IPL games will be shown on Star Utsav Cinema.
The IPL will be broadcast on the channel’s Hindi and localized cinema channels in addition to the Star Sports network. According to observers in the industry, the broadcaster is supporting the IPL with its TV network in order to increase the total reach over the previous season.
Batsmen Virat Kohli, Rohit Sharma, Hardik Pandya, Shreyas Iyer, Ravindra Jadeja, and KL Rahul are part of Star Sports’ “Shor On, Game On” promotion.
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