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Sony on course to earn over Rs 1,100 cr, sells 75% inventory for IPL 9

MUMBAI: Sony Pictures Networks (SPN) India has sold 75 per cent inventory for the ninth season of the cash-rich Indian Premier League (IPL) and is on course to earning advertising revenue of over Rs 1,100 crore (Rs 11 billion) from the event.

Rohit Gupta

SPN India president Rohit Gupta noted that this was the first time that the company had sold this much inventory two months ahead of the tournament’s kick-off. “The response this year has been the best so far. Usually we sell so much only by March. This time the demand was such that we have decided to get an additional presenting sponsor in Oppo Mobile. The good news is that having an extra sponsor will reduce the clutter.”

As reported earlier by TelevisionPost.com, Amazon and Vodafone have returned for the event. Vodafone has been with the IPL from the start.

“This year there is a high amount of T20 cricket. Many clients have approached us because the IPL is a safe bet. Clients want to avoid risks and the IPL is risk free,” said Gupta.

While e-commerce has grown its usage of the event, Gupta points out that other categories too have grown their presence on the event over the years. “The good news is that all the major categories are present whether it’s telecom, mobile handset manufacturers, FMCG, or banking,” he averred.

The associate sponsors include Coca-Cola, Ceat, Tata Sky, Freecharge, Raymond and Vimal Paan Masala.

“We will have eight to nine associate sponsors. With an extra co-presenting sponsor, the sponsors will take 60 per cent of the inventory. In the past, it was 45 per cent. Our special packages have sold out. For instance, Yes Bank has taken fours and sixes. ‘Extraaa Innings’ will have seven sponsors. The IPL has been growing year on year. We are in the process of closing out the remaining inventory,” Gupta said.

Sony is targeting a 20 per cent ad revenue growth from this edition of the IPL.

The IPL will have two new teams replacing Chennai Super Kings (CSK) and Rajasthan Royals (RR), which were suspended by the RM Lodha committee for two years on charges of spot fixing. Sanjiv Goenka has named his Pune franchise as Rising Pune Supergiants while Intex Technologies’ Rajkot team is called Gujarat Lions. MS Dhoni will lead Rising Pune Supergiants while Suresh Raina has been named as the captain of Gujarat Lions.

Gupta believes that the goings-on off the field will not impact viewer interest. “We still have eight teams. Interest in the IPL is well spread across the country,” he said.

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