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Designated as “real cricket”, test cricket lost its essence after the introduction of short cricket formats. And by the viewers, and by the money. After a long time, the test format attracted sponsors thanks to World Testing Championship (WTC) Final. Star Sports, the official TV channel of the Star Sports Championship, has managed to attract more than 15 sponsors for the first WTC Finals despite a sluggish advertising market.
The sports broadcaster 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 Realme mobile phone brand have also joined the sponsors list. Interestingly, Google generally does not accept sponsors due to its global advertising policies.
Dream 11, Byju’s, Thums Up and Cars24 are co-sponsors and the rest of the brands are co-sponsors. In addition to sponsors, the broadcaster has also attracted advertisers such as Kia, Renault, Unacademy, Apple, Dell and TVS. The broadcaster saw demand in both traditional and new age categories, from Edutech, gaming, online payments and financial services to automobiles and ancillary services, construction, durable goods and mobile phones.
The estimated cost of a 10-second ad is Rs 2.5 million, while spot buyers shell out Rs 2.8 million in 10 seconds. The TV broadcaster’s estimated revenue could be Rs 90-92 crores if all ad space is used.
Cricket action suddenly stopped after IPL 2021 postponed due to COVID-19. The schedule and time are all in favor of the Indian public. The timing of the final also suits Indian TV viewers, as the match will be broadcast from 15:00 to 22:30. A significant part of the match falls on the evening prime time, when the viewer is at its peak. Also, the first three days of the match will take place on Friday, Saturday and Sunday.
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