Neo Sports has announced Perfetti Van Melle as the first Anchor Broadcast sponsor for the BCCI cricket that is being played in India till 2010. Neo Sports will be telecasting all the series live and exclusive on their channel.
Shashi Kalathil, CEO, Neo Sports Broadcast Pvt Ltd, said, “We are delighted to announce Perfetti as our first Anchor Sponsor. They are brand prolific, aggressive and creative marketers. We see this as significant market expansion activity outside the sectors that have traditionally invested large amounts in a sustained fashion on cricket. The value that Perfetti evidently saw in our anchor construct went a long way in their coming on board.”
Sameer Suneja, Head Marketing, Perfetti Van Melle, said, “Cricket has always been a strategic investment for us and this partnership will help us take a long term stake in what is possibly the most effective media vehicle in India – international cricket played by India at home. With this tie-up we hope to build creative brand associations and properties on cricket on a sustained basis.”
Kalathil also acknowledged the stellar contribution of media agency Maxus in shepherding this unprecedented media deal to productive conclusion. “Media agencies have traditionally tended to bulk discount big buys, this, however, is simply not the anchor construct, which is less deal based and more value enhancing, it took foresight and understanding to break the rules,” Kalathil said.
Ajit Varghese, MD, Maxus India, Perfetti’s media agency, said, “We, at Maxus, are always open to explore and discover new ways of building win-win partnerships between client and media owners. Probably a first of its kind in the last decade, we have taken a forward position on media buy for the next four years. This, we believe, will help not only counter but also take advantage of the changing media landscape. We also believe that this would help brands realise scale of India cricket in advance and use it in a more strategic sense.”
In addition to the above, Neo Sports is looking at freezing for Anchor partners across two single-sector companies and two multi sector or corporate entities. In exchange for the commitment, Neo plans to not only offer spots but also allow them to be associated with branded properties – such as extra cover, man of the match, turning point, and master blaster, among others.
Neo Sports made its debut on October 1, 2006 with the Challenger Series and Neo Sports Plus, which was launched on November 8, 2006 have fulfilled a long standing need for a platform for domestic cricket and other sports relevant to Indians.
Neo Sports Broadcast Pvt Ltd has entered into an exclusive distribution tie-up with STAR India to take Neo Sports and Neo Sports Plus across the length and breadth of this country. The channel is available on cable and new media platforms.