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Star could earn ad rev of Rs 250 cr from Champions Trophy; spoils to be impacted if India walks out
MUMBAI: Even though it kicks off just a few days after the conclusion of the cash-rich Indian Premier League (IPL), the Champions Trophy cricket tourney is expected to fetch broadcaster Star Sports good money. The 15-match event could see the broadcaster earn advertising revenue of Rs 250 crore, according to industry estimates.
Nissan, Airtel, Oppo and Cricbuzz have so far come on board as advertisers. The broadcaster could end up with as many as 11 sponsors.
Star’s revenue from the Champions Trophy could, however, be hit if India decides to pull out of the tournament. On Wednesday, the BCCI was outvoted on cricket’s governance structure and revenue model at the ICC board meeting in Dubai. In the revamped financial model proposed by the ICC, the BCCI’s share of revenue from 2015-23 would be only $290 million, less than half of the $570 million demanded by the Indian board. Earlier, ICC independent chairman Shashank Manohar had offered $100 million more, but it was rejected by the BCCI. Now it remains to be seen if India walks out of the Champions Trophy as a sign of protest and pressure tactics.
Star should be earning big from the Champions Trophy if India decides to participate in the event. Dismissing concerns of viewer fatigue as the tournament is being held after the IPL, Lintas senior vice president R Venkatasubramanian said, “It is a completely different format. While the IPL is entertainment, this is serious cricket. A lot of hype is being created around the India–Pakistan encounter. India matches have smartly been scheduled for the weekend.”
The core TG of the Champions Trophy is males aged 15–45. “Cricket also has benefitted from the rural market ratings covered by BARC. Cricket is a mass property. The Champions Trophy takes place in England and so the matches will air in the prime time. India won this event the last time around,” he stated.
Nissan and Oppo are ICC partners and so they will have on-ground presence as well. Venkatsubramanian said that on-ground and on-air sponsorships complement each other. It is not a matter of choosing either of them.
“With on-ground, you can do brand-building activities. It allows for fan engagement. You can reach consumers directly. With on-air, you look for reach.”
He also noted that Nisan and Oppo are both global brands. At the same time, for any ICC partner India is the first market that is looked at.
Lodestar media consultant Nikhil Rangnekar agreed that fatigue is not an issue. “We have seen major tournaments happen back to back. The World Cup has happened before the IPL in the past, but I don’t think the IPL was adversely affected. The attraction is that viewers will get to see Team India as opposed to franchises,” he commented.
As had been reported earlier by TelevisionPost.com, Star Sports has kicked off its marketing campaign for the event. The campaign looks to leverage the feeling Indians had when the country won the World Cup in 2011.
The top eight teams are taking part. The schedule had been announced in June 2016, a full year before the event was scheduled to start. At that time, ICC CEO David Richardson had noted that the Champions Trophy was a short and sharp event.
“The ICC Champions Trophy 2017 is not just an ODI competition; it carries a great deal of value since it is being played just three months before the ICC Cricket World Cup 2019 qualification cut-off date. As such, every point earned here could be crucial,” Richardson had said.