The upcoming edition of the Indian Premier League is arguably one of the most widely anticipated ones. While it marks the tournament’s return to India, it also brings back the town franchise format with a shuffled set of squads following the mega auction.
Money has been an integral part behind the success of the league. The tournament’s broadcast deals and sponsorships contracts have recorded astronomical sums of money over the course of the last 14 years.
The last edition of the tournament garnered advertising revenue of INR 3200 crore across two legs. Ahead of the 15th edition, the broadcasters have hiked the on-air sponsorship advertisements by 20 percent, which extrapolates the revenue for the 2022 edition near the figure of INR 4000 crore.
Lead broadcaster Star have already secured deals with around 10-12 deals ahead of the commencement of the tournament. According to reports, the network giants have signed deals at an improved rate with the likes of Cred, Dream11, Byju’s, TATA, Asian Paints, Spotify, Meesho, Swiggy Instamart, Kamla Pasand & Pepsi.
A core member of the Disney Star Network Sales team said:
“The belief in Disney Star is that the product is delivering on every parameter. For such a consistently performing property, advertiser doesn’t mind top dollar. The rates have increased and so will be the revenues. 4000 Crore advertising sales looks like a reality now”
The buying head at a leading media buying agency added:
“IPL 2022 is very special. It will have 10 teams, will be played in India, will have new format & most importantly new composition of the teams. All of these put together has created huge amount of buzz in the market & Star is rightfully encashing this buzz”
The buildup to the 2022 IPL has seen records shattered with a historic viewership registered for the two-day mega auction held on February 12 and 13. The event in Bengaluru reportedly drew 50 million viewers. An aggregated 3.6 billion minutes were accounted for by the viewers. In comparison, the previous auction in 2018 drew 2.5 billion minutes.
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