Labelled as the ‘Real Cricket’ the test cricket has lost its essence after the arrival of short formats of cricket. Both in terms of viewership and money. After a long time, the Test format has attracted sponsors thanks to the World Test Championship (WTC) Final. Star Sports, the official broadcaster of the championship Star Sports has managed to rope in 15+ sponsors for the inaugural WTC Final despite a subdued ad market.
The sports broadcaster has named 12 sponsors: Byjus, Dream 11, Cars24, ThumsUp, Skoda, MRF, Cred, PolicyBazaar, Pharmeasy, PaisaBazaar Niyo Solutions, and Ultratech. According to exchange4media, Google Search, YouTube, Google Assistant, and mobile handset brand Realme have also joined the sponsorship roster. Interestingly, Google generally doesn’t take sponsorship due to its global advertising policy.
Dream 11, Byju’s, Thums Up, and Cars24 are co-presenting sponsors, while the remaining brands are associate sponsors. Apart from sponsors, the broadcaster has also attracted advertisers like Kia, Renault, Unacademy, Apple, Dell, and TVS. The broadcaster has seen demand across traditional as well as new age categories ranging from Edutech, Gaming, Online Payments, and Financial services to Auto and ancillaries, Construction, Durables, and Handsets.
The estimated value of a 10-second ad Rs 2.5 lakh, while spot buyers are forking out Rs 2.8 lakh per 10 seconds. The broadcaster could end up with an estimated revenue of Rs 90-92 crore if all the ad spots are consumed.
The Cricketing action came to a sudden halt after IPL 2021 was postponed due to COVID-19. The schedule and timing are all in favour of the Indian audience. The timing of the final also suits the Indian viewers since the match will air between 3 pm -10.30 pm. A significant part of the match falls in the evening prime-time slot when the TV viewership is at its peak. Also, the first three days of the match will be played on Friday, Saturday, and Sunday.