The Tata Indian Premier League (IPL) 2022 is just three weeks away and the media company, Disney Star has already sold a large portion of the ad inventory on both Star Sports and Disney+Hotstar. The company has secured 15 broadcast and 13 digital sponsors for the season, which will take place from March 26 to May 29.
The return of the IPL to India after a two-year hiatus, as well as the addition of two new teams (Gujarat Titans and Lucknow Super Giants), have benefited the media unit. Because of the presence of the Ahmedabad and Lucknow teams, IPL viewership in these two states is expected to skyrocket. The successful mega auction, which saw record viewership numbers on both TV and digital has set the stage for the 15th edition of IPL.
Dream11, Tata Corporate, BYJU’s, CRED, Kamla Pasand, Asian Paints, PhonePe, Swiggy Instamart, White Hat Jr, Meesho, Spotify, Pepsi, and Mondelez are among the 15 sponsors who have signed a deal with Star Sports. Dream11 has joined Disney+Hotstar as a co-presenting sponsor, followed by Tata and CRED as ‘co-powered by’ sponsors, and Swiggy, Pristyn Care, Zepto, Ather Energy, Niyo, Parle Agro, Spotify, Livspace, L’Oréal, and Spinny as associate sponsors.
Disney Star Head – Ad Sales, Nitin Bawankule, said, “Tata IPL is considered one of the biggest advertising opportunities on a brand’s marketing calendar. The tournament is making a comeback in the March-May window and is returning to Indian shores, thus generating massive excitement. Advertisers across categories have shown keen interest, and we look forward to an impactful tournament.”
Disney Star has also received interest from emerging technology sectors such as payments, hyper-local delivery services, and streaming platforms. Along with this, fintech companies and start-ups are also signing sponsorship deals with the broadcaster.
Star Sports’ pre-match show, Cricket Live is offering joint co-presenting and associate sponsorships for the IPL 2022 and the ICC Women’s World Cup 2022. The total cost of co-presenting sponsorship is Rs 19 crore, and associate sponsorship costs Rs 14 crore.