With the ICC Men’s ODI World Cup 2023 set to begin on October 5, Disney star revealed the number of sponsors and advertisers who opted for media rights.
Disney Star ropes records for highest sponsors
Disney has declared that they have set a record in the number of sponsors and advertisers for broadcast and media rights for the World Cup tournament. It has been revealed that 26 sponsors and more than 500 advertisers have bought the rights.
Sanjog Gupta said that many sponsors have opted for both TV and digital platforms, while some sponsors only for TV or digital platforms. Disney Star is broadcasting all 48 matches of the ICC tournament live on its TV channels and streaming it through its OTT platforms.
They have made some custom-built packages for advertisers to promote their brands. It puts more work on the digital platforms this year through which the customers will be able to connect specific audience cohorts.
The Festive period and expectations in the victory of India have covered consumers around the country and spending in general from advertisers coinciding with the ICC World Cup have lifted spirits.
“The festive period, the World Cup in India, and the anticipation and confidence around the Indian team has combined along with Disney plus Hotstar and Star Sports’ strong brand association to create a proposition for advertisers, which is unmissable,” said Gupta.
The sponsors include Coca-Cola, PhonePay, Mahindra & Mahindra, Dream11, HUL, Havells, IndusInd Bank, Pernod India, Booking.com, Peter England, Kingfisher Packaged Drinking Water, Mondelez, Emirates, Diageo, Jindal Panther, MRF Tyres, LendingKart, BPCL, Herbalife, Haier, AMFI, Google Pay, Polycab, Amul, VIDA and Amazon. He said that all categories have shown deep interest in associating with the World Cup on Star.
“There has been an immense demand which is also buoyed by the festive season, when typically ad spends tend to be at their highest levels,” Gupta added.
“The threshold for advertising on TV, which is basically the minimum level that you need to spend to be an advertiser on TV, tends to be higher. Although this year we have also customized that approach to offer solutions which advertisers on TV could also exercise despite having lower budgets,” he said.
For example, If the brand is given the period to come on board for just two weeks leading up to Diwali where they can attract potential customers, the custom-built packages will allow them to pay only little amount of premium which would help them to advertise in the required period.
“Our own plans and our ambition is around making this the biggest World Cup both in terms of all the content and programming that we are doing around the World Cup, as well as the experience that we are looking to offer. We have a long lead-up to this World Cup. Star will broadcast and livestream through Disney+ Hotstar in nine languages and has lined up a pool of 100 commentators working across various feeds on the World Cup.
“We are producing the live experience of the World Cup in nine languages. These happen to be — Hindi, English, Tamil, Telugu, Kannada, Malayalam, Bangla, Marathi, and Gujarati,” he concluded.
Due to the cancellation of the opening ceremony the World Cup team captains attended the captains’ meet on October 4. The opener match of the World Cup 2023 will be played between the defending champions England and New Zealand on October 5 at Narendra Modi Stadium, Ahmedabad.
