Can you guess the revenue the league is projected to generate?

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The much-anticipated Indian Premier League is finally here. The opening game was an action-packed match with more than a lakh fans registering their attendance. The Indian Premier League generates heaps of revenue every year through ticket sales, sponsorships, and other deals. However, yesterday’s match was just a glimpse of how big the series would actually get and the revenue it will eventually generate.

Broadcasters project huge numbers

The Indian Premier League (IPL) is set to generate a staggering amount of revenue through TV and digital advertising in 2023, with estimates suggesting that it could exceed Rs 5,000 crore. This projection is based on the agreements secured by media giants Disney own Star and Viacom now18, who The IPL media rights for television and digital separately.

Previously, both the TV and digital media rights belonged to Disney Star. However, the separate ownership has allowed both companies to focus on their respective areas, resulting in increased sponsorship deals and ad sales. Disney Star has already secured sponsorship deals,40 R0 and is in talks to finalize another Rs 600 crore, according to a source with direct knowledge of the matter.

Meanwhile, Viacom18 has achieved ad sales worth Rs 2,700 crore, which is an impressive figure, considering that their set target is Rs 3,700 crore. This success has been attributed to their aggressive marketing strategies and innovative advertising campaigns.

What are the major sources?

Disney Star, which holds the TV media rights for IPL, has reportedly secured 13 sponsors, including Tata Neu, Dream11, and Airtel. The company will showcase the IPL on over 22 channels, with the likes of Cadbury, Asian Paints, Pepsi, and LIC among its sponsors. Meanwhile, Viacom18, which holds the digital media rights for IPL, has partnered with Dream11 as the co-presenting sponsor and JioMart, PhonePe, and Tata Neu as co-powered sponsors for streaming the IPL for free on the Jio Cinema app.

The JioCinema’s IPL associate sponsors include AJIO, Parle Agro, ET Money, Castrol, Haier, TVS, Cadbury, ITC, Coca-Cola, Kamla Pasand, Puma, UltraTech Cement, Kingfisher, Rapido, Amazon, and Louis Philippe. The dominance of traditional Firms in IPL advertising can be attributed to their financial stability and strong brand recognition, which allows them to invest heavily in advertising.

Startups, on the other hand, often struggle to secure funding, and therefore, have limited resources for advertising. Despite this, the IPL continues to attract a wide range of sponsors and advertisers, who see the tournament as a significant platform to reach a vast audience. The success of the IPL in generating revenue through advertising highlights its position as one of the world’s premier cricketing events and a lucrative opportunity for brands to showcase their products and services to a massive audience.

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