IPL 2021: Disney+ Hotstar brings in multiple sponsors for new season

OTT platform Disney+ Hotstar has brought onboard ten sponsors for IPL 2021. Dream11 will act as the co-presenting sponsor, while Upstox and Vimal Elaichi as co-powered by sponsors. Phone Pe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, and Parle Agro have been signed as associate sponsors for the tournament.

The blockbuster event is not only famous for its entertainment value, but also for the scope it provides to a number of brands to advertise, now exclusively on a digital platform through the OTT application. President of Ad Sales, Star and Disney India – Nitin Bawankule, believes this season of IPL to be more promising, giving a significant opportunity to brands.  

“All key features such as Super 4s, Super 6s, Fall Of Wickets, Milestones, and Super Savers have sold out within a short period, and we see early closures across categories. With a host of innovative advertising formats, targeting on connected TVs, and custom branded content solutions, brands have the unique opportunity to reach a highly engaged and affluent audience through the sharp targeting options available on live sports.”

The streaming app is reportedly aiming for advertisement revenue worth Rs 3,200 crores during IPL 2021. The OTT app is selling a ten-second slot will slot between Rs 5 to 10 lakhs. The advertisement revenue is expected to increase by 25-30% from last season. More deals are likely to be unveiled by the start of the tournament in April.

Disney Star Network has already signed in brands like Just Dial, Byju’s, Dream11, ITC, MRF, PhonePe, AMFI, Coca Cola as some of the on-air sponsors, and the list continues to get added up. Brands will be having a strong reach across various parts of the country since Hotstar will be streaming games in five different languages.

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