IPL In Rear View, Disney Star Looks To Make Bank From Cricket World Cup Advertising

Disney Star’s sports broadcaster Star Sports and streaming platform Disney+ Hotstar are eyeing steep fees from advertisers for the upcoming Asia Cup and ICC Cricket World Cup.

What Happened? As per media reports, Star Sports is seeking ₹120 crore for co-presenting sponsorship and ₹90 crore for associate sponsorship, according to recently released rate cards for the highly anticipated Cricket World Cup. Additionally, the broadcasters are asking spot buyers to pay a premium rate of ₹31 lakh per 10 seconds for India matches and knockout clashes.

As for the Asia Cup, Star Sports aims to secure ₹26 crore for a co-presenting sponsorship and ₹20 crore for an associate sponsorship. It is also looking for spot buy rates of ₹25 lakh per 10 seconds for the India-Pakistan match as well as the finals.

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Disney Star’s streaming service, Disney+ Hotstar, which plans to offer both events for free to mobile users, is seeking ₹150 crore for co-presenting sponsorship and Rs 75 crore for the “powered-by” sponsorship for the World Cup. Its target for associate sponsorship stands at ₹40 crore.

For the Asia Cup, the streaming platform is requesting ₹30 crore for co-presenting sponsorship and ₹18 crore for the “powered-by” sponsorship. The associate sponsorship is set at ₹12 crore.

Advertisers interested in purchasing ad spots on mobile will need to invest ₹15 lakh per 10 seconds for the World Cup and ₹12 lakh per 10 seconds for the Asia Cup.

When Is The World Cup? The ICC Men's Cricket World Cup 2023, scheduled to take place in India from October 5 to November 19, will feature nine confirmed league matches involving India. Meanwhile, the Asia Cup, which will be co-hosted by Pakistan and Sri Lanka from August 30 to September 17, will involve a total of 13 one-day internationals, with India expected to play two confirmed group-stage matches.

US-based parent Disney has been reportedly considering different strategies for its Star India business, which could include partnering with another company or even selling it, as the unit struggles to hold on to subscribers after losing a bidding war for the streaming rights to the lucrative Indian Premier League. 

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