Nokia has exited as title sponsor for the Champions T20 League
event a year after it had stepped in to replace Airtel.
Star Sports, the rights holder for the Champions T20 League
event, will announce a new sponsor tomorrow. ESS has roped
in a leading telecom player to replace Nokia.
Airtel had exited as title sponsor prematurely after two years.
The telecom major had signed a deal believed to be worth Rs
1.70 billion for five years. The contract, however, had a
Champions T20 struggled to draw television viewership in large
numbers last year, despite ESPN Star Sports roping in Shah
Rukh Khan as brand ambassador. This time the event takes place
in South Africa and, thus, offers less opportunity for the
franchises to do activation targeting Indian viewers.
fourth edition of event will take place in South Africa from
9-28 October featuring 10 teams. The main tournament will
be preceded by a six-team qualifying tournament to fill in
the two vacant slots for the main tournament. This year the
organisers have got a team from Pakistan in the tournament
to give it a fillip.