ESPN Star Sports (ESS) is expected to earn about Rs 140 crore in advertising revenues from the upcoming India-Pakistan series, according to sources.
ESS is the official broadcaster for the series, which will begin from December 25, and will see the two teams playing both T20 matches and one-day matches.
The broadcaster has roped in Havell’s, Celikon, Hero Moto Corp and Micromax as joint presenting sponsors. Coca-Cola, Vodafone, Karbonn Tablets, Cadbury and Pidilite have come on board as associate sponsors.
According to ESS officials, the India Pakistan series was sought after by advertisers and was sold at a premium. Sanjay Kailash, EVP, ESPN Software India Pvt Ltd, had earlier said, “We have monetised India Pakistan ODIs at a rate that is double compared with the historical industry average. Even rates for India Pakistan T20 are double than the most sought after T20 tournament in the country.”
Besides, associate sponsors and joint presenting sponsors, the channel said there had been multiple spot buyers, too.
Media planners have pegged the advertising rates for the series starting from Rs 7.5 lakh going up to Rs 9 lakh per 10 seconds, depending on the two formats.