New Delhi: In its first set of brand associations, Star India Pvt. Ltd, the official broadcaster for the Indian Premier League (IPL), has signed on close to 10 brands including smartphone maker Vivo SA, beverage maker The Coca-Cola Co. and Parle Agro Pvt. Ltd, the maker of Frooti. The broadcaster said so far the response from brands has exceeded expectations.

“The multi-lingual and multi-screen experience has created unprecedented value for brands to reach consumers in a way they possibly never have before," said Anil Jairaj, executive vice-president and head of sales for Star India.

“This is the first time that one organization is able to take both streams—TV and digital—to the consumers. That gives brands a larger opportunity which has generated a lot of interest among advertisers," Jairaj added.

Other advertisers that have partnered for the 11th edition of the popular T20 cricket tournament include wire and cable manufacturer Polycab, Elica Kitchens, makers of kitchen appliances, Kent and Dream 11 Inc., a fantasy sports platform. The company said it will announce the names of a few more advertisers in the next 10 days.

To be sure, these brands will get on-air time across Star’s television network as well as streaming platform Hotstar.

The commercials will be simulcast on Hotstar along with Star’s sports channels.

“IPL has always lived up to its promise of being the most impactful media property and this year there is the added attraction of the return of two popular teams. We are seeing good traction with our clients. Star has developed a very strong marketing plan and has created a lot of innovative opportunities for advertisers across their broadcast and digital platforms," said CVL Srinivas, chief executive of media agency GroupM South Asia and country manager for WPP in India.

Star India did not disclose ad revenue expectations from IPL 11. However, according to media industry estimates, IPL made Rs1,300 crore in ad revenue for Sony in 2017. With a virtual monopoly in cricket up until 2018 (as Star has broadcast rights for all cricket matches played in India till 2018), the broadcaster could increase its ad rates for this upcoming season of the league. In September, Star India Pvt. Ltd won television, digital, Indian and global media rights to the India Premier League (IPL) for the next five seasons for Rs16,347.50 crore.

Brands like Vivo and Coca-Cola have been associated with IPL in the past as well.

In June, Chinese mobile phone maker Vivo acquired title sponsorship rights for the next five years (beginning 2018) for Rs2,199 crore. This is one of the most expensive sponsorship deals in the history of the annual tournament. Vivo was also the title sponsor of IPL for the last two seasons after PepsiCo terminated the deal in 2015 for Rs180 crore.

Coca-Cola has also been associated with IPL since 2008 for some seasons in different capacities.

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