Mumbai: Sports broadcaster ESPN Software India Pvt. Ltd has signed carmaker Volkswagen India Pvt. Ltd as a co-presenting sponsor on television for the ICC Twenty20 (T20) World Cup 2010, said an advertising executive close to the deal.
“Volkswagen has bagged the title sponsorship for Rs12-13 crore and has been promised 200 seconds of ads per match,” the executive said, on condition of anonymity.
A Volkswagen spokesperson declined to comment on the firm’s association with the 30 April-16 May tournament, to be played in the West Indies. An ESPN spokesperson said the broadcaster was speaking to various potential sponsors. “We will share details later,” he said.
ESPN has signed Philips Electronics India Ltd to sponsor a show related to the T20 World Cup, tentatively titled Pre-Post-Live.
The channel is offering 10-second spots at around Rs3 lakh each. That is lower than the rate for the third season of the Indian Premier League (IPL), which begins at around Rs4.5 lakh for 10 seconds. IPL is a T20 cricket tournament involving privately owned franchises in India.
Shashi Sinha, chief executive of media buyer Lodestar Universal Pvt. Ltd, said premiums for cricket broadcasts continue to rise as the sport attracts a large and dedicated viewership, whereas the audience for general entertainment channels is fragmented.
“It makes sense for ESPN to pre-sell and leverage some of the benchmarks created by the earlier cricket series,” Sinha said. “Most cricket series in the recent past have delivered an average 4-5% television rating, which is good. There will be takers for the T20 World Cup too.”
Prasanth Kumar, managing partner, central trading group, GroupM India Pvt. Ltd, said his media agency was keen to sign on its clients for the T20 World Cup. Advertising expenditure on cricket will exceed Rs1,400 crore in 2010, he said. “India’s performance will have a good deal of bearing on what ESPN manages to clock from this series,” Kumar added.
Volkswagen, which recently launched its iconic Beetle and another small car, the Polo, in India, is striving to draw consumers. In late-2009, the company rolled out a Rs40 crore ad campaign, booking 17,692 television spots across 47 channels, and put 144 insertions in leading dailies.