Disney+ Hotstar has signed 13 sponsors for the 13th edition of the Indian Premier League (IPL), scheduled to kick off on September 19th in the UAE.
While IPL title sponsor for the year, Dream11, has come on board as co-pressing sponsor, Boost is the co-powered by sponsor for the league.
Disney+ Hotstar signed 13 sponsors for the 13th edition of IPL eyeing to secure 300cr in advertising revenue!
Associate sponsors include MX Player, Acko, Maruti Suzuki, KhataBook, Flipkart, Swiggy, Ace23, HDFC Bank NSE 1.35 %, Great Learning, Kingfisher Calendar and AMFI (Association of Mutual Funds in India).
“We have created avenues for interactive advertising innovations which enable brands to engage with their audience more effectively. This has resulted in interest and investment from prestigious brands across categories as varied as auto to e-commerce to banking,” said Nitin Bawankule, President, Ad Sales, Star & Disney India.
Apart from sponsors, the streaming service has also signed ad deals with Procter & Gamble, Lenskart, Kelloggs, Himalaya, Apple, Intel, JSW, Ikea, Jeep, Urban Company, Sleepwell, JBL, Visa, Mastercard, and CarDekho.
Disney+ Hotstar is believed to be eyeing advertising revenues of `300 crore from the Indian Premier League (IPL) this year, with each associate sponsor reported to be bringing in about `20 crore.
Indeed, advertising revenue for Star Sports, the official broadcaster of the IPL 2020, may marginally exceed last year’s revenue of about `2,000 crore, given the tournament, which kicks off on September 19 and ends on November 8, coincides with much of the festive shopping season. While Durga Puja will be celebrated October 22 onwards, Diwali will be celebrated on November 14. As much as 25-30% of total consumer spends on products such as two-wheelers, cars, consumer durables, apparel and even homes, takes place during the festive season.
Due to the massive pent-up demand for live sports, especially cricket, analysts expect IPL 2020 to attract a record number of viewers. This has prompted the streaming platform to hike its ad rates. The advertising rate for IPL on Disney+ Hotstar has increased from a CPM (cost per 1,000 impressions) of `120 per 10 seconds last year to a CPM of `180 per 10 seconds. According to Disney+ Hostar, the platform recorded a reach of 300 million for IPL 2019.
Disney+ Hotstar will offer a range of advertising solutions from non-skippable video ads to billboards and various features for moment marketing.
“Brands can partner on various innovations with the social feed like branded emojis, branded cards, scorecard branding, etc. Our targeting options on live streaming comprise nine cohorts across geographies and audience profiles,” Nitin Bawankule, president, ad sales, Star and Disney India, said. Disney+ Hotstar has been the primary destination for those watching on-the-go or without access to a TV.
Fans can express themselves using interactive emoji stream, ‘Hotshots’ selfies or new video feature ‘Duets’ that lets fans create customised videos showcasing their rendition of famous shots and reactions of their favourite IPL Heroes.
The live matches will be available only to paid subscribers of Disney+Hotstar.