The highly anticipated, Asia Cup 2023 kicked off earlier this week on Wednesday, August 30 and the competition has so far seen multiple one-sided fixtures. The tournament commenced with Pakistan bagging a massive victory against Nepal, Sri Lanka beating Bangladesh and the blockbuster fixture between the neighbours getting washed away yesterday.
The ongoing multi-team cricket event is a dress rehearsal for all the teams for the forthcoming ICC Men’s ODI World Cup 2023.
Just like the teams participating, the Asia Cup 2023 is also a dry run for the brands before the summit cricket competition.
Due to notable on-field rivalries in the Asia Cup grabbing eyeballs from across the globe, the tournament has managed to lure renowned brands for on-ground and on-air deals.
But the question arises, Did the World Cup 2023 become an obstacle for brands while spending on deals for the Asia Cup 2023?
Answering the above question, Joshey John, Director & Sales Head at ITW Global, the agency that helped in stitching multiple brand associations for the Asia Cup said, “It is astute for a brand to weigh its options and allocate its budget to the tournament that serves its interest best. Some of the factors that brands may consider are rates and availability of visibility as well as the length of the campaigns, a shortened campaign may be better suited to the 13-match Asia Cup while a planned long-term campaign with multiple rollouts and activations will benefit from the 45 odd days long World Cup schedule.”
Asia Cup 2023 On-ground Sponsors:
Super 11 Fantasy League (Title Sponsor), Groww (Powered By sponsor), ixigo (co-sponsor), Kamla Pasand, Sansui, Dr. Fixit, KFC, Hettich, Amul, and Volkswagen.
Asia Cup 2023 on-air sponsors:
Nexa, Berger Easy Clean and Amul, Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone, Thums Up, Policy Bazar, Tira, ICICI PRU MF, McEnroe, Glow and Lovely, BPCL, and Surf Excel.
On securing lucrative on-air deals, Ajit Varghese, Head of Network – Ad Sales, Disney Star, said, “Cricket fever is at an all-time high as sports fans across India wait in anticipation to watch the ‘Men In Blue’ in action at the upcoming Asia Cup 2023. Brands across categories are equally excited and have come forward to collaborate with Star Sports Network and Disney+ Hotstar to further their business objectives and get closer to millions of fans. We are thrilled with the positive response received for the Asia Cup and are looking forward to delivering an unmatched cricketing experience across both TV and digital.”