The Indian Premier League (IPL) 2024 is facing a hurdle off the field, with advertising deals delayed due to the uncertainty surrounding the tournament’s schedule.
The wait for the Election Commission to announce the dates for the upcoming Lok Sabha elections (expected to be held between April and May 2024) is reportedly causing a logjam in negotiations between broadcasters, advertisers, and the Board of Control for Cricket in India (BCCI).
The schedule for the first 21 matches between March 22 and April 7 of the IPL has been announced. Security, venue availability, transportation, and manpower require careful planning around election dates. Additionally, broadcasters must adjust programming to accommodate both events.
This partial schedule provides some breathing room, but advertisers remain eager for the complete picture. The official broadcaster, Disney Star, and the official streaming partner, JioCinema, have, however, managed to close some deals and secure spot buys for this initial phase. Both are expected to close more deals in the interim leading to the commencement of the IPL.
Disney Star has reportedly partnered with major brands like Asian Paints, Vimal Pan Masala, Dream11, My11Circle, Hindustan Unilever, HDFC, Indigo Paints, Nerolac Paints, and JioCinema announced six associate sponsors.
The 2019 Lok Sabha elections in India caused scheduling issues for the tournament, prompting consideration of alternate hosts. Ultimately, the tournament was held entirely within India, kicking off on March 23.
Fans and industry stakeholders alike are hoping for a swift resolution. A finalized schedule will allow broadcasters to present concrete advertising packages with a complete view of the season, and advertisers can then lock in their spots during the high-octane IPL season.