The India versus South Africa series which starts off on October 2, 2015 and will be broadcast on Star Sports is said to have sold a major portion of the inventory, according to sources. The T20 series of these two teams are also said to be sold out. Advertising revenues from the series are expected to be more than Rs.250 crore with more brands looking to come on board and sponsorships are currently estimated between Rs.160-180 crore, says the source. The series has already signed on three co-sponsors which include Paytm, Raymond and Lava mobiles. Paytm is also the title sponsor for the whole tournament, at Rs.2.42 crore per match till 2019.
The associate sponsors include Maruti Suzuki, Idea, Airtel, Intex, Royal Stag, Havells among others. Oyo rooms is also said to be in the process of working on an agreement, as are some other brands. According a source, the ad rates for co-sponsorship are expected to be Rs.18-20 crore and for associate sponsorship are expected to be at Rs.14-15 crore. This is a hike in ad rates for this series considering that ad rates for other cricket series are expected to be Rs.10-12 crore.
According to media planners, the series has been of great interest to advertisers. While some of the brands have already signed on as sponsors for the tournament, there are many other brands that are keen on signing onto the series. Shekhar Banerjee, SVP and Head of Madison Media said, “It is a big series. There is enough traction for the series. This is because after a long time a good series has come out. It is also interesting because South Africa is a tough team.”
Ganesh Baliga, MD of Fifth Estate too agreed that the series will see good traction for brands. “The companies that are getting funding, for them it becomes very inexpensive because it delivers a country to you. Your one day internationals which happens on a Saturday or Sunday and the T20 matches, India will just see top ratings. So for many companies it is very inexpensive.”
According to senior media planner the India vs. South Africa series has been a good attraction among brands. “After the Cricket World Cup there has not been any good series. Teams such as South Africa and Australia playing in series against India always does well in terms of viewership and hence brands look towards advertising here. I am expecting more brands to advertise for the tournament,” he said.
Similarly another media planner said the India vs. South Africa series has seen a good traction among brands. “We are also looking to close a few deals with some of our brands for the series,” he said.