NEW DELHI: Sony Pictures Networks India, the official broadcaster for the Union of European Football Associations (UEFA) Champions League, is expected to earn up to ₹25 crore from on-air advertisers, registering an over 40% increase from last season. The network has brought brands such as Nivea, Heineken, PokerStars, Tourism Australia, Mahindra and Mahindra, Titan, Amazon, JK Tyres and Voltas Beko among others.
According to media buyers estimates, the network made ₹15-18 crore in advertising during the 2017-18 season.
“We are happy with the kind of response we have got from the league as compared to last year. We have witnessed 79% increase in the reach of the live matches of the tournament this year. We have telecast 12 matches during 10:30 pm slot to make the league more accessible to the viewers. We are definitely looking at 40%-50% jump in on-air advertising revenue as finals approach," said Rajesh Kaul, head of distribution and sports business and chief revenue officer, Sony Pictures Networks India.
The cumulative reach for all UEFA live and non-live content for the 2017-18 season was 93.3 million, according to data provided by
TV viewership monitoring agency Broadcast Audience Research Council (BARC) India.
Bollywood actor Farhan Akhtar will be heading to watch the finals of the tournament at the Wanda Metropolitano Stadium in Madrid, Spain on 1 June. With just four teams (Liverpool, Barcelona, Ajax and Tottenham Hotspur) left in the race to the finals, fans can watch the second leg of the league’s semi-finals and the finals live on Sony Ten 2 and Sony Ten 2 HD channels.
To bring a larger-than-life experience to football enthusiasts in India, Sony Pictures Sports Network, for the first time, has also partnered with PVR Cinemas to screen the finals live across five cities in India. Football fans from Mumbai, New Delhi, Pune, Kolkata and Chennai will get to watch the finale on 1 June at PVR cinemas.
As a build-up to the knockout stage of the tournament, Sony also launched the ‘My Reasons to Watch UEFA Champions League’ campaign which captures the enthusiasm and passion of various kinds of fans, ranging from fanboys to peripheral football viewers who profess their reasons for watching the global club competition.
As one of the most popular football tournaments globally, the UEFA Champions League sees participation from top football clubs in Europe such as Real Madrid, Barcelona, Manchester United, Bayern Munich, Paris Saint-Germain, Liverpool, and Juventus among others.