IPL stumps World Cup when it comes to attracting sponsors

The World Cup may be the final word in cricketing glory but when it comes commerce, the Indian Premier League (IPL) is a step ahead. According to media buyers, advertisers and broadcasters, the T20 domestic league sponsorship is almost sold out and it has commanded an impressive premium of around 80-100 per cent above the rates at which World Cup sponsorships were sold. There are also more brands advertising on IPL than the World Cup despite less advertising time in the league.

While World Cup broadcaster ESPN Star Sports had signed eight sponsors, Multi Screen Media, the official broadcaster of IPL, has 11 sponsors. This despite the fact that the World Cup had more advertising inventory than IPL.

“The World Cup had 49 matches of 100 overs, whereas IPL has 74 matches of 40 overs. This translates into around 6,000 ad seconds for the World Cup against around 2,500 seconds for the IPL,” says a media buyer who bought slots for several of its leading clients on both the tournaments.

Posted in: IPL,IPL 2011