Broadcaster Star Sports is planning to capitalize upon the WTC Final to generate an ad revenue of 90 crore before it starts from its sponsors before the remainder of the IPL
The World Test Championship Final will happen between India and New Zealand starting from 18th June and happening till 22nd June. The match will be aired on Star Sports. The broadcast is expecting a strong response from viewers and advertisers, what with the match happening on a weekend. According to Executive Vice President Anil Jayaraj, they have waited a long time for this opportunity.
How Star Sports Is Planning To Capitalize On The WTC Final Through Its Sponsors
“After a long wait of 144 years, a world champion for tests will be crowned and this makes the WTC Final a marquee property and advertisers’ interest in marquee properties have always been high. We are expecting the WTC Finals to be the most-watched game, keeping in mind the weekend and also a prime time slot – the attention and pent-up demand is something advertisers are capitalizing on,” said Anil Jayaraj.
Jayaraj also mentioned that they have onboarded 16 sponsors and over 30 advertisers from fields like auto and ancillaries, edtech, construction, gaming, durables, online payments, beverages, and financial services.
Dream 11, Byju’s, Thumbs Up, Car 24, and eight associate sponsors in the form of Skoda, MRF, Cred, NiyoX, paisabazaar.com, UltraTech Cement, PharmaEasy, and policybazaar.com.
Star Sports Revenue For WTC Final As Compared To IPL
While Star Sports is upbeat about the WTC Finals, experts say it will earn less revenue as compared to IPL. WTC Final will have a lower per day ad revenue ranging from ₹15 to 20 crore. Whereas this per day revenue would be ₹3,000 crore for IPL. For IPL 14, Star India was charging around ₹14 lakh for 10 seconds alone.
Nevertheless, Star Sports is predicting that WTC Finals 2021 will surpass expectations in terms of ad revenue. This is because it’s the return of live cricket following the suspension of IPL 14 due to the pandemic. Moreover, if India performs well, the viewership will increase naturally. Jayaraj also pointed out that test cricket has started gaining more attention lately. This is due to top-notch performances and interesting games witnessed in the recent past.
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