Star India ropes in Nokia, Idea as joint sponsors for Asia Cup

PTI| Updated: Feb 21, 2014, 18:32 PM IST

New Delhi: Broadcaster Star India is looking to cash in on the upcoming Asia Cup cricket tournament to be held in Bangladesh, which will feature prime fixtures such as India-Pakistan clash.

The company has already roped in big brands like Nokia India, Idea Cellular and United Spirits as joint presenting sponsors.

According to industry sources, the company is charging about Rs 1.8 lakh to Rs 2.5 lakh for a ten-second ad spot and could earn close to about Rs 100 crore from on-air and on-ground advertisements.

The T20WC will, however, attract a premium that would range between Rs 3.5 lakh to Rs 4 lakh for ten seconds.

"The Asia Cup is happening close to the T20 World Cup (WC) in Bangladesh. While the T20WC is a much bigger event, the Asia Cup is still a good option for advertisers who are looking for efficiency through association with cricket as the entry level cost is lower," ZenithOptimedia Managing Partner Navin Khemka told PTI.

When contacted, Star India Head of Sports Business Nitin Kukreja said: "We have already sold 90 per cent of the available on-air inventory. Big brands like Nokia India, Idea Cellular and United Spirits have come on board as the Joint Presenting Sponsors."

Tata Motors, Birla Sunlife Insurance and Perfetti India are the associate sponsors. There are multiple spot buyers as well, he added.

Commenting on advertiser response, Kukreja said: "We are delighted with the traction that Asia Cup 2014 has been able to generate with the advertisers."

The on-ground sponsors of the tournament which will be played from February 25 to March 8, include Arise India as title sponsor. Other ground sponsors include Cycle Pure Agarbathies, Daikin, Savsol Lubricants and Peps Mattress.

The T20WC will be played between March 16 to April 6 in Bangladesh.

Meanwhile, the Board's working committee meeting in
Bhubaneswar on February 28 would discuss the Indian Premier League, which could be held outside the country as it clashes with the general elections in April-May and the union government has said that it cannot provide security cover for the cash-rich league.

"Yes, IPL will be discussed at the meeting. Also the new changes in ICC (structure)," said Patel.

Asked whether the later stages of the IPL, after the conclusion of the general elections, could be staged in the country, Patel said, "100 per cent, they can be held".