Star India expects its revenues from the fifth season of Pro Kabaddi League to rise by 100% to touch Rs 140 crore as it has increased the number of matches to 130 from 60 earlier, Sanjay Gupta, MD Star India told FE. The company has also been successful this time to get a title sponsor in Chinese handset maker Vivo. The five year deal has been inked at a price of Rs 300 crore, with Star India receiving `60 crore per year from the mobile handset maker.
According to Gupta, while the number of sponsors will not increase compared to last year, adding up more matches has led to the availability of more inventory, thus leading to an increase in ad revenue. Despite an increase in the number of matches being played, sponsorship cost hasn’t changed compared to last year. The broadcaster which signed up as many as 11 sponsors last year ranging from Bharti Airtel, State Bank of India, Bisleri, Indo Nissin amongst others, charged advertisers in the range of Rs 4-6 crore.
Also the cost of per 10 second ad spot which ranged from Rs 90,000- Rs 120,000 in the last season has also dropped to Rs 80,000 – Rs 100,000 in the fifth edition. Industry observers point out that unlike the previous season, when Pro Kabaddi League was aired on Star Gold – the Hindi movie channel — in the fifth season, matches will be aired just on two key channels Star Sports 1 and 3 – that is the English and Hindi.
The fifth season of Pro Kabaddi League is expected to begin from July.