IPL-7: Advertisers slow off the block, but experts hopeful

Apr 19 2014, 03:44 IST
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SummaryThe Indian Premier League (IPL) season 7 has eight sponsors on board, the same as last year's.

Media planners are sure more advertisers will jump on the IPL bandwagon with the tournament progressing, even as the two-month long cricket league that began Wednesday received only tepid response initially due to a slew of reasons.

The Indian Premier League (IPL) season 7 has eight sponsors on board, the same as last year's.

"With the start of the tournament, (advertisers') interest will build up in a week and we can expect more advertisers on board. There were are lots of fence sitters, who would now make a decision," ZenithOptimedia managing partner Navin Khemka said.

Most franchisees have 65% inventory sold as compared with 70% in the last season, said Platinum Media CEO Basabdutta Choudhary said, adding that “it's a slow start but advertisers continue to take interest in IPL”.

The slow start is attributed to many factors, but mainly to a partial shift in venue to the UAE.

Out of 60 matches scheduled to be played this season, the first 20 IPL matches will be played in UAE due to elections in the country.

“We are delighted to be a part of the Indian Premier League that continues to remain one of the most exhilarating cricket tournaments," said Ravi Pisharody, executive director of Tata Motors which is title sponsor of Kings XI Punjab.

Japanese consumer electronic brand Sansui is the official sponsor for the Kolkata Knight Riders.

Delhi Daredevils has roped in online classifieds platform Quikr.com as the principal sponsor.

“Being the most watched sporting event in the country, IPL serves a great platform to reach out to our customers who are cricket enthusiast," said Ranju Kumar Mohan, director and business head of JK Ansell the associate sponsor of Delhi Daredevils.

SunRisers Hyderabad too hasa principal sponsor in WHSmith, UK-based retailer known for operating chain selling books, stationery, magazines, newspapers, confectionery.

IT services firm UST Global, which announced a sponsorship deal with Chennai Super Kings, said sponsorship will help the company promote its business.

“We believe that this landmark agreement will offer us leverage into the league's huge global audience, especially in key markets across the Indian Subcontinent and Asia to effectively promote our end-to-end IT services and solutions," UST Global CEO Sajan Pillai said.

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