Disney Star, Walt Disney Co.’s Indian counterpart, is gearing up for a windfall from the upcoming Asia Cup, eyeing a whopping ₹350-₹400 crore in ad revenues. They’ve already inked deals with 17 sponsors and over 100 advertisers, spanning their TV channel, Star Sports Network, and their digital platform, Disney+Hotstar.

What Happened? The Asia Cup, kicking off on August 30 and running up to September 17, promises some high-octane India-Pakistan matches, a surefire viewer magnet.

Per a Mint report, the sponsor list reads like a who’s who of brands: Coca-Cola‘s Thums Up, Amul, McEnroe, Nerolac Paint, Berger Paints, and bigwigs like Samsung, MRF Tyres, and Maruti Suzuki.

New-gen companies like Amazon Pay, My11 Circle, and PolicyBazaar have also jumped on board.

Disney Star’s strategy? A smart bundling of the Asia Cup with the ICC World Cup. Advertisers can opt for various packages, including exclusive India-Pakistan matches or the entire tournament.

The expected spot rates? A cool ₹2-3 lakh for a 10-second TV slot for non-India matches, but a whopping ₹25-30 lakh for the India-Pakistan face-offs. On Disney+Hotstar, while mobile users can enjoy free access, advertisers will shell out ₹70-80 per thousand impressions.

Read next: Despite Requests Anand Mahindra Will Not Gift A ‘Thar’ To Chess Star Praggnanandhaa: Here’s Why