Home >> Marketing >> Article

Novelty factor gives Champions League T20 an edge, feel media planners

04-August-2009
Font Size   16
Novelty factor gives Champions League T20 an edge, feel media planners

When it comes to cricket, marketers can’t get it wrong. After the success of Season 2 of the Indian Premier League (IPL), followed by the T20 World Cup, activity is now building up around the innovative T20 format Champions League, which will commence from October 8, 2009. exchange4media finds out more about the marketing activities and expectations from this tournament.

In September 2008, ESPN-STAR Sports (ESS) had bagged the global commercial rights for Champions League T20 for 10 years bidding an amount of $975 million. The deal is also said to have given ESS the exclusive rights for all the matches in the inaugural Champions League Twenty20 season, which is scheduled to be held from October 8-23, 2009 and through the 10 years. The 16-day League will have a total of 23 T20 matches. The tournament would be played across three venues – Bangalore, Delhi and Hyderabad. Airtel has been recently roped in as the title sponsor for a five-year period.

What the media planners say

Ajit Varghese, MD, Maxus India, said, “The Champions League T20 will see some amount of advertising support, and being held in India will definitely be an advantage. However, in terms of viewership, I see this tournament having medium success. A lot will depend on the way this tournament is marketed as well, but Champions League T20, being the inaugural tournament, itself will work in its favour.”

Rajneesh Chaturvedi, National Director, MEC Access, explained, “T20 as a concept has been widely accepted by everybody, that is, viewers and advertisers, and Champions League T20 is a continuation of that phenomenon. Keeping in mind the popularity and acceptance of T20, I believe Champions League T20 will be widely accepted and is here to stay. However, the property will take some time to build.”

Prasanth Kumar, Managing Partner - CTG, GroupM, observed, “There are three Indian teams, which is an advantage. It is taking place on Indian soil, which is another advantage, and, therefore, there are a lot of expectations from the tournament. And if this League is marketed well, it will only do well.”

According to Sanjay Sharma, Director, Synergy, “With three IPL teams in this tournament, it is bound to generate interest among the viewers, however, it will all depend on their performance too. Champions League T20 will have a high reach, but I don’t think it will be of the stature of IPL or T20 World Cup. This tournament will certainly have viewers’ interest and any cricket, particularly T20, coming at a good time will most certainly pull in viewership.”

Media planners believe that the Champions League T20 has the advertisers support and that it will generate viewer interest because of its format, however, they have stressed that the tournament needs be marketed well to gain the maximum advantage.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.