By ASHWIN PINTO
Indiantelevision.com Team

(3 April 2010 8:40 pm)

MUMBAI: ESPN Star Sports (ESS) is targeting an advertising revenue of Rs 1.6 billion from the Twenty20 World Cup that kicks off on 30 April, just after the completion of the cash-rich Indian Premier League (IPL) tournament.

ESS has already closed out four co-presenting sponsorship slots, according to sources. The roster includes Tata Teleservices, Hero Honda, Spice Telecom and Paras Pharmaceuticals.

Maruti and Intel have come on-board as associate sponsors and ESS is planning to line up four more associate sponsors. Reliance Communications, which is an official partner of the International Cricket Council (ICC), is in advanced discussions with ESS to come on board as a sponsor.

“We hope to close the deal shortly. Despite the fact that India exited early, we were satisfied with the delivery of the event last year. At the end of the day we look at TVRs and not necessarily whether India has advanced or not”, the ESS spokesperson said, while refusing to comment on any commercial details.

ESS, industry sources say, has been asking for Rs 120-140 million for a co-presenting sponsor and Rs 80-100 million for an associate sponsor.

Other companies negotiating with the broadcaster include LG, HP and Nokia. ESS, it has been learnt, has also roped in around 10 companies who have taken spots for the event.Philips, meanwhile, will sponsor the broadcaster’s wraparound shows for the event, branding it as Philips Cricketxtra.

ESS is also offering advertisers the freedom to choose packages for the Twenty20 World Cup, Champions Twenty20 League and the soccer World Cup. A media buyer notes that ESS has already signed four sponsorship deals for the Champions Twenty20 League. “Even though the ratings were low last year, there are clients who have faith in cricket. They feel that the event will do better this year. There is also an incremental benefit for advertisers who take multiple properties”.

As had been reported earlier by Indiantelevision.com Hero Honda had come on board ESPN Star Sports as a sponsor for the soccer World Cup. Tata Teleservices will now join that list, taking a package deal.

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