With India on a winning spree and all set to claim the No. 1 cricket team slot in the world, Nimbus Sport International wants to leave no stone unturned in attracting eyeballs. The sports managing company on January 21, 2009, acquired the rights to air the India- Sri Lanka series which is scheduled to commence from Wednesday, January 28, 2009 comprising of 5 ODI and one T20. The match will be played in Sri Lanka and Nimbus Sport will exclusively market all commercial rights to the forthcoming series.
Nimbus Sport will also be producing the television coverage of the series, which will be broadcast worldwide.
Keeping in mind the slowdown effects in India and companies, particularly the financial ones, cutting down on their ad spends, exchange4media finds out whether this would be the right time for advertisers to invest and would it help grab eyeballs.
Right time to invest in the game
Rajneesh Chaturvedi, National Director, MEC Access, said, “An advertiser invests mainly to reach out to a certain number of people. Cricket is like a religion in India and it mainly works, and if an advertiser wants to reach its audience quickly, then cricket is the best way to do it. Keeping in mind that the Indian cricket team is on a winning spree, the advertisers have faith in the sport, and yes, it is the right time to invest.”
Sandeep Sharma, GM, MediaCom, opined, “It has been quite some time since the male audience enjoyed an event, therefore, I believe it will be a boon for some clients like mobiles, telecom, automobiles, insurance companies and so on, and a match like this has come after a long time. For this reason, the game will have a lot interest for everyone.”
“Despite the slowdown, I believe it is a good idea for brands to invest in the game and there certainly will be return of investment,” he added.
The media planners are of the opinion that the series would grab a lot of eyeballs. One of the biggest reasons for this the Indian team’s good form. Hence, it would be the best time for brands too.
Singapore-headquartered, Nimbus Sport International Pte Ltd. (100 per cent subsidiary of Nimbus Communications Ltd) is a leading full service sports management company providing end to end solutions, including rights management, television production, sponsorship sales, event management and sponsor services.
Nimbus Sport currently manages various commercial rights (on long term contracts) for a number of global sports federations including the BCCI (Indian Cricket Board), Bangladesh Cricket Board, Cricket Kenya, ACC and the English Premier League (digital/new media rights).