The Nimbus Group’s cricket channel Neo Sports has entered into a Rs 200-crore anchor partnership deal with Hero Honda for advertising during all international cricket matches, Tests and ODIs, that will be played in the country till April 2010. Hero Honda becomes the second anchor partner after Neo Sports announced last month Perfetti Van Melle as its first anchor partner.
Neo Sports CEO Shahshi Kalathil said, “We are currently in the process of identifying our four anchor partners in the telecom sector and financial services. Talks are going on with the various players, but nothing has been finalised as of now. It will take about a month for everything to fall in place.”
Kalathil explained that Neo Sports is contemplating selling 1,000-1,200 seconds of advertising per match for their four anchor partners put together, which works out to about 25 per cent of their inventory. Apart from about 600-700 thirty-second spots during ODIs and 10-12 similar spots during Test matches, Neo will offer Hero Honda other platforms to leverage its brands during the course of the matches.
Nimbus had bagged the broadcasting rights from BCCI of all matches played in India for a whopping $612 million.
Neo Sports signs on Perfetti as first Anchor Broadcast sponsor for BCCI matches