DELHI: ESPN Star Sports, the commercial rights holder of Champions
League Twenty20, has got Rs 150 million from handset manufacturer
Karbonn Mobiles which has come in as title sponsor of the
2012 edition of the tournament.
value of the deal is almost the same as Nokia had paid last
year but much lower than Airtel's five-year deal for Rs 1.70
billion. Airtel had ended its title sponsorship deal after
two years, realising that the Champions League Twenty20 (CLT20)
event is yet to catch the fancy of the audiences.
part of the new deal, Karbonn Mobiles will have rights to
on-ground title sponsorship with all its entitlements. The
tournament will now be called Karbonn Champions League Twenty20.
have paid Rs 150 million for the one-year deal," a source
in Karbonn Mobiles said.
handset manufacturer is also negotiating with ESS for broadcast
sponsorship. Karbonn Mobiles chairman Sudhir Hasija said,
"The association with CLT20 is a matter of great pride
for Karbonn Mobiles and it gives us a platform to create constructive
fan engagement and, thus, generate a buzz around the brand
Karbonn and the Brand CLT20."
handset brand is also the associate on-ground sponsor of Indian
Premier League (IPL). Karbonn is currently on the negotiating
table with BCCI on the deal which expired with season 5 of
Star Sports is in negotiations to rope in other sponsors for
the event. ESPN Software India managing director Aloke Malik
said that the tournament this year is likely to draw in more
viewership as there will be participation from four IPL teams
and teams from Pakistan and Sri Lanka.
will leverage CLT20 sponsorship by utilising the 360 degree
communication mix with a focus on TV, print, digital and press.
CLT20, Karbonn will extend the 'Karbonn Smart' brand extension
offering new range of technologically advanced products along
with a complete range of smart-feature phone segment as well.
fourth edition of the Champions League Twenty20 will feature
a total of 14 teams and 29 matches across four venues - Centurion,
Johannesburg, Durban and Cape Town.
Mobiles is looking at investing in sports properties beyond
cricket such as hockey and boxing. "We have earmarked
Rs 2 billion towards marketing this year," said Karbonn
Mobiles managing director Pradeep Jain.