Star hikes ad rates for India-Pak match in the T20 World Cup

Unicorn startups like Dream 11 and Byju’s have also been signed as sponsors for the World Cup.

The official broadcaster of the T20 World Cup, Star Sports has already signed 14 sponsors for the event and additionally, sources suggest that the broadcaster has also increased the ad rates for the most-awaited India-Pakistan match.

The network is charging a premium for the India-Pakistan match to be played on October 24 in Dubai. The broadcaster is now charging Rs 25-30 lakh for a 10-second ad spot for that match. These rates would make it the costliest ever SPOT-RATE for any sporting property ever telecasted on Indian television.

Star Sports already has roped in 14 sponsors for the tournament including the likes of Dream 11, Byju’s, Phonepe, Thums Up, Vimal, Havells, JioMart, and will be their co-presenting sponsors, while Akash, Skoda, Whitehatjr, Great Learning, CoinDCX, and Trends will be their associate sponsors.

It is important to note that even with these high ad rates, unicorn startups like Dream 11 and Byju’s have also been signed as sponsors for the World Cup.

The hike in ad rates for the much-awaited clash between India and Pakistan can be justified, as during the ICC World Cup T20 held in India in 2016, that particular encounter between the two had rated 17.3 across the Star Sports network and Doordarshan, reaching 83 million people. It was the best rated Twenty20 match ever since the final of the World Twenty20 in 2007. The total in-home viewership for the tournament in India was 730 million, an increase of 114 per cent over the previous edition.

The official broadcaster is not the only one to sign so many sponsors, even the apex body, the International Cricket Council (ICC) has been able to rope in 15 partners for the World Cup, which include the likes of Oppo, MRF Tyres,, Byju’s, PostPe, Emirates, MoneyGram, Bira, Star Sports, Coca Cola, Upstox, Nissan, Royal Stag, Dream11 and Jacob’s Creek.

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