While most brands are looking at some way or the other to associate themselves with the forthcoming ICC World Cup 2007, Reliance ADAG has withdrawn its sponsorship from SET MAX which holds the telecast rights for the Cup. However, the group is present on the property in spot buys.
SET India’s Revenue and Sales Head, Rohit Gupta, did not offer any comments on the development. Reliance ADAG sources, however, confirmed the development, stating that only the sponsorship has been withdrawn.
According to industry sources, RADAG had bought an estimated 10 per cent of the advertising airtime. For SET India, this definitely poses a problem given that the World Cup is just two weeks away.
As is known, SET Network is the official broadcaster of the ICC Cricket World Cup 2007, which will be played between March 13 and April 28. Viewers will get to see 51 matches live across SET channels – MAX, SAB and PIX.