MxMIndia

Tag: ESPN Software India Pvt Ltd

  • ESPN Software, Star India win BCCI title sponsorship rights at Rs 2 crore an international match

    Cricket sponsorship touches new low as Star, ESPN get title rights at throwaway price

    By A Correspondent

     

    Star India and ESPN Software India Pvt Ltd (ESIPL) have won the BCCI title sponsorship rights for all the BCCI international and domestic matches for the period October 2013 to April 30, 2014.

     

    There are 13 international fixtures in all by way of the two international series scheduled during the season – the seven-match ODI series and a T20 game between India and Australia, followed by two Tests and three ODIs against the West Indies. The sponsorship rights will extend to BCCI’s domestic events such as Irani Cup, Ranji Trophy, Duleep Trophy, Vijay Hazare, Deodhar Trophy and the Raj Singh Dungarpur Trophy.

     

    Vijay Rajput

    Speaking on the occasion, Vijay Rajput, Chief Operating Officer, ESPN Software India Pvt Ltd, said, “We are delighted with the outcome. BCCI’s title sponsorship offers immense value especially with the prospect of India taking on strong teams like Australia and West Indies at home during the festive season. It offers a unique opportunity of extending the brand proposition of our network to sports fans across the country in a radically new manner.”

     

    Star India COO, Sanjay Gupta said, “We are delighted to extend our relationship with BCCI. This will help Star India strengthen its connect with its loyal viewers as well as help the network reach out to newer audiences.”

     

    Sanjay Gupta

    Earlier, the Marketing Committee of the BCCI met at the Cricket Centre, Mumbai, on Thursday (Oct 3) to receive the bids made for Title Sponsorship of International Series and Domestic Tournaments to be played in India in the 2013-14 season. Bidders had the option of bidding for either the series between India and Australia or the series between India and the West Indies or both.

     

    The Marketing Committee has awarded the Title Sponsorship Rights for all series to be played in India in the 2013-14 season to Star India Pvt. Ltd and ESPN Software India Pvt. Ltd, at a fee of Rs 2 crore per international match, said a communiqué signed by Sanjay Patel, Honorary Secretary of the Board.

     

    It may be noted that the amount is around 40% lesser than what Airtel paid last for title sponsorship. Mobile device company Micromax is had evinced interest in the bid for the 13 international matches and a slew of domestic tournaments, but is said to have opted out in the final round.

     

    Sports media observers believe that it’s too early to say that this should be considered a correction in the cricket sponsorship rates. A lot depends on how India performs against both Australia and West Indies, a senior marketer told MxMIndia.

     

    Since Star is already airing the matches, is there any point in the title sponsorship? “It’s already paying Rs 38-40 crore for each match’s telecast. Now for an incremental Rs 2 crore, it’s getting it all. If it works for Star, don’t be surprised if this is how rights will be sold in future,” said the senior marketer who chose to be anonymous.

     

  • Will the India-Pakistan cricket series live up to expectations? Or will advertisers and punters be disappointed? MxMIndia asks industrywallahs

    Indo-Pak series: Another historic thrash-a-thon?

     

    By A Correspondent

     

    Tensions of other sorts are usually forgotten when India and Pakistan meet on the cricket pitch. This time it is a battle of one-upmanship as the two countries are clashing after a gap of five years.

     

    While the Indo-Pak series of three ODIs and two T20s is a short tour, it is creating enough ripples among cricket-crazy fans. What makes it more enthralling is the fact that India had beaten Pakistan in both formats of the game the last time they landed here during the 2007-08 tour. Of the three Tests that the two played against each other, India won the series 1-0, having drawn the remaining two. As for the ODIs, it was a 3-2 victory in favour of India that did the country proud.

     

    While it was Saurav Ganguly who was at his superlative best in the Test series that enabled India to take the lead, it was the young Yuvraj Singh who shone with the bat in the ODI format, making him earn the prestigious man-of-the-series award.

     

    Going by speculation doing the rounds, for broadcaster ESPN-Star the tournament was a success even before it took off. According to some reports, the channel has managed to sell out maximum inventory at two to three times (totalling more than Rs 1.5 billion) the rate compared to the just concluded India-England series. This augurs well for the network given that it has to pay Rs 322.5 million per match for the five match series.

     

    Sanjay Kailash

    To a query from MxMIndia, Sanjay Kailash, EVP, ESPN Software India Pvt Ltd, said, “We are delighted with the response from advertisers to the India-Pakistan series. India-Pakistan is always extremely sought after and the series therefore was sold at a premium. We have monetised India-Pakistan ODIs at a rate which is double as compared to the historical industry average. Even rates for India-Pakistan T20 are double than the most sought after T20 tournament in the country.”

     

     

     

    Anilkumar Sathiraju

    Sharing his excitement about the series, Anilkumar Sathiraju, AVP & Head, DDB MudraMax, Media, said that on the ratings front he expects the series to be a big hit. “It will be quite good. I am expecting it to be a positive and a good series. Ratings will definitely see a spike as it is India-Pakistan at the end of the day. The fact that a few advertisers are quite gung-ho about it makes it more exciting.”

     

     

     

    Divya Gupta

    Divya Gupta, CEO, Dentsu Media, too had some words of praise for the series irrespective of the fact that India had put up a drab performance in the recent past. She said, “An India-Pakistan series is in a realm of its own; evokes emotions, fervour and fever like none else. It doesn’t matter whatever Team India has achieved /not achieved in the recent past. It is a marquee game, event, media property that viewers and marketers and broadcasters are betting on; and deliver it will.”

     

     

    Anita Nayyar

    Giving a more detailed outlook on the series, Anita Nayyar, CEO, Havas Media India & South Asia, said the fact that the series is taking place after many years is in itself a great pull. “From a viewing perspective three of the five matches are scheduled on holidays which will help the cause of viewing. Also the ODIs start at 8pm-primetime making viewers more available. In fact, most India-Pakistan matches have delivered ratings in the range of 5-6. This series should do similar numbers; however, with TAM data not being available the deliveries will be guess estimates.”

     

    Ms Nayyar’s summation of the series is probably what will matter at the end of this historical sporting tie-up. “Ratings or no ratings, the competition between India and Pakistan has always generated huge interest for both viewers and advertisers, and is considered a safe investment. It is a good way to bid adieu to a tough year and a fine beginning to a new one.”

     

    If the first T20 encounter between the India and Pakistan in Bengaluru last evening (Dec 25) was any indication, the contest on field is going to be tough. While every match going down to the wire may not be good news for weak hearts, it’s sure to see ratings soar. And advertisers and broadcasters happy.

     

    Photograph: Fotocorp