After assigning the telecast rights to DD for terrestrial broadcast and SaharaOne for satellite broadcast, the India-England series is in the market and has already clinched three sponsors on the opening day. The match was open for eight sponsorships in all and the three on board include Reliance Infocomm, TVS and Coca-Cola. All three sponsors will be present on both networks.
For Coca-Cola, it is return to cricket after a significant gap and credit can be given to the fact that cricket has been a delivering proposition of late, with the scintillating performance of the Indian team, especially during the tour of Pakistan.
An official communiqué stated, “Within hours of opening bookings this morning, Nimbus has already contracted three of the eight broadcast sponsorship positions with Reliance Infocomm, TVS and Coca-Cola. Approximately 27 per cent of total inventory is being consumed by these three alone. Another 23 per cent will be consumed by three other broadcast sponsors, currently under finalisation. From the 40 per cent reserved for spot buys, approximately one half has been sold on the opening day.”
Commenting on the response from advertisers and agencies, Raju Udupa, VP-Media Solutions at Nimbus, said, “Advertisers have taken a long term view of the value proposition of cricket and signed on quickly to secure their brands’ positions.”