Hockey World Cup ad inventory goes cheap

Hockey World Cup ad inventory goes cheap
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First Published: Sun, Feb 21 2010. 11 11 PM IST

Defense play: Indian captain R. Singh (C) with coach J. Brasa and P. Singh (L) at a get-together ahead of the Hockey World Cup. Vijay Verma/PTI
Defense play: Indian captain R. Singh (C) with coach J. Brasa and P. Singh (L) at a get-together ahead of the Hockey World Cup. Vijay Verma/PTI
Mumbai/New Delhi: Sponsorship and TV commercial spots for the FIH Hockey World Cup, to be held in India, are several times cheaper than for high-profile cricket matches.
Ten Sports, which will broadcast the 28 February-13 March tournament, is selling 10-second ad spot for between Rs35,000 and Rs50,000, media buyers said.
A similar spot during the Indian Premier League (IPL) Twenty20 cricket tournament or the recently held Test matches between India and South Africa was sold at Rs3.5 lakh, said a media buyer who did not want to be identified.
Defense play: Indian captain R. Singh (C) with coach J. Brasa and P. Singh (L) at a get-together ahead of the Hockey World Cup. Vijay Verma/PTI
The World Cup is offering presenting sponsorship rights for Rs2 crore and co-presenting rights for between Rs60 lakh and Rs70 lakh. In contrast, IPL Season 3 sponsorship deals have been picked upwards of Rs35 crore, according to media buyers.
Atul Pande, the chief executive of sports business at Essel Group, which owns Ten Sports, declined to comment on the rates. But he said the channel hadn’t done badly, exhausting 80-85% of ad space.
“The response has been far better than (for) normal hockey tournaments, because it’s the World Cup and features the best hockey teams from across the globe,” he said.
“Hockey attracts only 10-20% of overall ad revenues that go towards cricket,” said Anita Nayyar, chief executive, Media Planning Group, which has bought space for mobile-phone firm MTS.
The World Cup has already signed Hero Honda Motors Ltd as the title sponsor and SAIL India Ltd as the presenting sponsor, according to Leandro Negre, president, International Hockey Federation.
anushree.m@livemint.com
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First Published: Sun, Feb 21 2010. 11 11 PM IST