Here’s what advertisers will have to shell out to advertise on TV and digital in India for Paris Olympics

The cost for an associate partner for the games ranges between Rs 12 - 15 crore, while the cost for co-representing begins at Rs 18 crore and may go up to Rs 22 crore

Vishesh Sharma
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New Delhi: Just 25 days away, the Paris Olympics is set to begin in all its glory on July 26, 2024. Not just athletes who are preparing for the events, brands are also gearing up to advertise on Viacom18’s JioCinema and Sports18, the official media rights holders of the event.

To advertise on Sports18, advertisers will have to spend between Rs 1.5 - 1.65 lakh for a ten-second ad, according to sources aware of the ad rates.

JioCinema is selling CTV ads on an FCT basis, ranging between Rs 90,000 - 1,25,000 per ten seconds.

For mobile advertising on the 2024 Olympic Games, JioCinema is asking for Rs 250 - 275 per CPM.

Sources told that the cost for an associate partner for the games ranges between Rs 12 - 15 crore, while the cost for co-representing begins at Rs 18 crore and may go up to Rs 22 crore.


“It is important to note that all prices are fixed for the seventeen-day event, and every advertiser will have to purchase a package for a few key sports,” stated the source.

According to various news reports, brands in India spent between Rs 80-100 crore on advertising during the Olympic Games Tokyo 2020.

During one of the masterclasses held at Goafest, Viacom18 informed attendees of its ambitious goal to garner over 150 million views on JioCinema and 100 million views on TV for the upcoming Olympics.

When Sony Pictures Networks had the rights to broadcast the Olympic Games Tokyo 2020, it amassed close to 100 million viewers on Sony Sports (BARC, CS 2+, All India U+R, LIVE+ non-LIVE content).

JioCinema’s advertising solutions include various branded features designed to engage viewers. These features include Medal Tally Branding, Schedule Branding, Super Start, Goals Galore, Super Saves, and Enduring Rallies, which will be played during long rallies in popular sports like tennis and badminton. VAR will feature branded segments during reviews in football, hockey, tennis, and badminton. Team Huddle will be showcased during team huddles in sports such as football, hockey, basketball, and volleyball. Daily Pass will offer an impactful brand presence on a daily basis, tailored to the brand’s preferences.

The platform will provide a total of 23 feeds, including 18 live feeds broadcasting all 45 Olympic sports simultaneously. The remaining five feeds will be specially curated: two will be dedicated exclusively to Indian athletes and available in Tamil and Telugu.

The third curated feed will focus on global sports with significant Indian support. Additionally, there will be a feed available in both English and Hindi that highlights Indian female athletes. The final curated feed, offered only in English, will be dedicated to artistic sports such as gymnastics and breakdancing.

India will be sending a contingent of close to 120 athletes to the Olympics, including an Athletics team led by the defending champion in the men’s javelin Neeraj Chopra, a 21-member Shooting team and a 16-member men’s Hockey team.

Bharat Petroleum Corporation Limited (BPCL), Reliance Foundation, Adani and Aditya Birla Capital are the principal sponsors for Team India at the Paris Olympics. Yes Bank has come on board as the Banking Partner while Dream Set Go and Herbal Life will be the official Travel Partner and Nutrition Partner respectively. EBCO, Borosil, AMUL and INOX Leisure are the associate partners. JSW Inspire is the official Sports Wear Partner. PUMA is the Sports Footwear Partner, and TASVA is providing ceremonial kits for the Indian Contingent.

IOS Sports & Entertainment is the official Marketing Agency for the Indian Olympic Association (IOA).