Sony ropes in nine broadcast sponsors for Ind-Aus ODI series

MUMBAI: Sony Pictures Network India (SPNI) has roped in nine sponsors for the three-match ODI series starting Saturday. The nine sponsors include one co-presenting and eight associate sponsors.

Phone Pe is the co-presenting sponsor while MRF, Blender’s Pride, Byjus, Kia, Cricketnext, Bigbasket, Too Yumm! and Zomato. On the wraparound show ‘Extraaa Innings’, the sponsors include Housing.com, Sterling, and Kent.

SPNI president ad sales Rohit Gupta said that some advertisers have decided to continue their association with the ODI series even as new advertisers have also come on-board.

Gupta further noted that the viewership for the Test series has been excellent. “The viewership has done very well. Even though the match timings were not as good compared to England and South Africa the viewership held up very well.”

He added that when brands get associated with Test cricket it is not just about ratings. “It is about pedigree when top countries like Australia, England and South Africa play India. We have got these rights with us. This past year India played against all of them,” he stated.

He said that Test cricket is about purists. But these ratings have held steady for the past four to five years despite the advent of T20. “There are a set of viewers who will come,” he averred.

SPNI’s video on demand (VoD) platform SonyLIV had roped in 15 advertisers for the series including Swiggy, Quikr, Nescafe, Xiaomi, Total, Tourism Australia, and Kotak. The spot buyers include PolicyBazaar, Hero Motocorp, Cars24, Airtel, Anchor, Zoomcar, Google, Levis, and USL.