With the ongoing IPL 2021 that’s being viewed worldwide, Techno Giant Google has signed a deal with Disney+Hotstar to produce web stories on its advertising platform. As per this deal Google users that search #IPL or their favourite teams will get live in-game web story match highlights during and after the game directly from Disney+ Hotstar.
Google’s Head of Search Product Partnerships, APAC Anuvrat Rao shared the news via a post on LinkedIn. It read “Excited to share our first ever #ipl2021 #webstories partnership with Hotstar live for every game this season. Just Search #IPL or your favourite team to get live in-game web story match highlights during and after the game directly from Hotstar.”
Rao currently leads product partnership efforts for Google Search in APAC. He has launched and scaled up several products like Google Assistant, Progressive Web Apps, Accelerated Mobile Pages, and Firebase in APAC. The statement further explained the importance of this deal.
“This compliments the ability to get official live stream links and post-game highlights that have become a staple each season. Massive congrats to my stellar team of Prashant Kumar Nandita Rao Karan Agarwal along with the incredible team at Hotstar for pulling this off. Glad that during these difficult #covid times, with #socialdistancing and fans missing out on the action in stadiums, we are able to do our part to bring more of the #IPL magic to your homes directly.”
Disney had previously signed a multi-year deal to bring its entire global digital video and display business on Google Ad Manager, which will serve as its core ad technology platform. The deal cut across multiple channels, including live streaming and direct-to-consumer content offerings. With the companies’ all-encompassing deal, Google replaced Comcast’s FreeWheel, which had been the ad-tech vendor used by ESPN and the Disney-ABC Television Group.
Disney+Hotstar and Star Sports extracting the most from IPL 2021
IPL has gone bigger this season in both Streaming and Sponsors. With multiple deals, BCCI expects almost Rs 4000 cr in revenue this year. Even Star Sports has signed several deals across the globe to stream the matches.
Since most people who are unable to view the game, always first do a google search for updates, this new partnership between Google and Disney works extremely well in the favour of Star India and the promotion of the IPL 2021.
Apart from the predicted commercial success, the current season is also more accessible as it is available in eight language feeds including English, Hindi, Tamil, Telugu, Kannada, Malayalam, Bengali, and the newly added Marathi feed on Disney+ Hotstar.
Along with 15 sponsors for this season, the streaming platform has launched interesting advertising campaigns to ensure participation and brand promotion during the country’s most awaited cricketing season. The sponsors namely are Dream11, Upstox, Vimal Elaichi, MX TakaTak, Unacademy, Swiggy, PhonePe, Parle Agro, Mutual Funds Sahi Hai, PharmEasy, Livspace, Amazon, CoinSwitch Kuber, Xiaomi India, and CRED.