Ahead of the ICC World Cup 2023, Disney Star which has exclusive broadcast and media rights for linear and digital platforms, has roped in a record number of 26 sponsors and 500 advertisers so far, a top company official said on Wednesday.
Disney Star aims to generate the highest-ever revenue buoyed by the festive season this World Cup.
Several of the sponsors have opted for both TV and digital formats and some of them are sponsors only on TV or for digital, the company's head for sports, Sanjog Gupta said in an interview with PTI.
Disney Star is broadcasting all 48 matches of the ICC Men's Cricket World Cup live on its TV channels and live streaming through its OTT platform Disney+ Hotstar.
According to a Newsdrum report, the company has custom-built packages for advertisers, which will serve their brand objectives. It is also giving a "big push" on the digital side this year, which allows advertisers to connect with specific audience cohorts.
Moreover, the performance of the Indian team in the Asia Cup and the festive period, a time when there is a lot of buzz around consumers and spending in general from advertisers is coinciding with the ICC World Cup, has lifted spirits, he added.
"The festive period, the World Cup in India and the anticipation and confidence around the Indian team has combined along with Disney plus Hotstar and Star Sports' strong brand association to create a proposition for advertisers, which is unmissable," Gupta told PTI.
The sponsors include Coca-Cola, PhonePay, Mahindra & Mahindra, Dream11, HUL, Havells, IndusInd Bank, Pernod India, Booking.com, Peter England, Kingfisher Packaged Drinking Water, Mondelez, Emirates, Diageo, Jindal Panther, MRF Tyres, LendingKart, BPCL, Herbalife, Haier, AMFI, Google Pay, Polycab, Amul, VIDA and Amazon.
Star Sports has secured a sponsorship deal worth Rs 150 crore for TV advertisements from PhonePe. M&M is spending Rs 150 crore, HUL Rs 200 crore, and Coca-Cola Rs 160 crore on World Cup sponsorships on Disney Star.
Numerous first-time advertisers have entered agreements ranging from ₹1-10 crores. Notably, sectors like FMCG encompassing consumer packaged products, are making substantial investments. Additionally, prominent advertisers consist of automotive companies, real estate enterprises, infrastructure firms, and e-commerce businesses.
Along with making cricket free to view on mobile, according to market sources, Disney+ Hotstar is offering CPM rates of Rs 70-80/CPM on mobile, bringing it down from last time’s Rs 150-200 CPM for the World Cup
For the record, CTV rates offered by the platform for World Cup range between Rs 300-400/CPM.
For the first time, Disney+ Hotstar has also introduced language feed-specific sponsorships for and World Cup for regional advertisers.
On TV, Star Sports will also be providing a range of outlays with as low as single-digit crores to ensure a minimum level of reach as clients benefit from such a mega event that happens once in four years.
Star is demanding Rs 30 lakh for a 10-second ad on TV, which is 30-40% higher than the previous World Cup, as per sources.
All categories have shown deep interest in associating with the World Cup on Star, Gupta said.
"There has been an immense demand which is also buoyed by the festive season, when typically ad spends tend to be at their highest levels," Gupta added.
Several companies such as Coca-Cola, PhonePay, and HUL have a presence across linear and digital platforms.
Ajit Varghese, Head of Network - Ad Sales, Disney Star, said, “The ICC World Cup 2023 promises to be an unparalleled cricketing spectacle from a viewers' interest and advertisers' participation. We are delighted to have these esteemed brands using this opportunity to get maximum impact and drive growth for their brands or businesses. Disney Star is all set to provide an unmatched cricketing extravaganza with its programming and create a viewing experience for audiences across television and digital platforms, promising unforgettable moments for everyone.”