Sony ropes in five associate sponsors for Asian Games

MUMBAI: Sony Pictures Networks India (SPNI) has roped in five associate sponsors for the 18th edition of Asian Games. The associate sponsors include Sterling Reserve, Flipkart, Cars24, Kajaria, and Havells.

The event starts on 18 August in Indonesia and will air on five channels – Sony Six, Sony Ten 1, Sony Ten 2, Sony Ten 3 and Sony ESPN as well as on their HD feeds.

SPNI has also started marketing activities in earnest. It has launched the campaign #KoiKasarNahi to promote the event. The campaign urges sports fans to support the Indian contingent. It notes that the athletes will spare no effort to bring glory for the country, therefore, the citizens should also reciprocate by offering them unflinching support.

GroupM Business Head – Entertainment, Sports and Live Events Vinit Karnik noted that the Asian Games are about national pride. He also said that multidisciplinary events like Asian Games are getting traction due to the strong performance being put in by the Indian athletes.

“An event like the Asian Games is all about a sense of pride, belonging. Mainly it is the youth who will tune in. People who like sports will watch. But as India wins medals the hype builds. More viewers come on-board. It is important that India does well in terms of winning medals,” Karnik stated.

Sony had got a strong response for the India-England series with 11 sponsors on-board. The co-presenting sponsors are Flipkart, Maruti Suzuki, Idea 4G, and MI. There are seven associate sponsors including MRF, Pure Derm, BigBasket, Prepair Men, Havells, Wild Stone and McDonald’s. There are three sponsors for the wraparound show ‘Extraaa Innings’ – Kent RO, Envy Deo, and Sterling Reserve.

The broadcaster has also raked in the moolah from the recently concluded FIFA World Cup. According to market estimates, the broadcaster has earned between Rs 200-250 crore from the event which was watched by 254 million viewers on TV and digital.

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