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ESPN Star Sports to rake in Rs 1.5 bn from India-England series

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MUMBAI: ESPN Star Sports (ESS) has the potential to rake in Rs 1.5 billion as advertising revenue from the upcoming India-England cricket series, according to a preliminary estimate made by Indiantelevision.com.

The official broadcaster of the series has roped in Maruti, Nokia, Seagrams and Tata DoCoMo as sponsors, according to sources. ESS is said to be looking for eight sponsors.

An ESS spokesperson declined to comment, saying that discussions with sponsors are on.

ESS is looking at Rs 375,000 per spot for the Twenty20 International, Rs 275,000-300,000 for the ODIs and Rs 50,000 for the Test matches, sources said. Sponsorship outlays are ranging from Rs 90 million-150 million.

India and England play four Test matches, five ODIs and one Twenty20 International.

“The series is generating positive sentiments. Interest will revive in cricket given that this is the first time a full-strength Indian team is playing since the World Cup," said Madison Media Group CEO Punitha Arumugam.

The India-West Indies series has drawn in weaker audiences due to the absence of stars like Sachin Tendulkar and Chris Gayle in the tournament. Ten Cricket, the broadcaster of the series, will be able to fetch under Rs 500 million as advertising revenue, sources said.

Ten Sports executives did not want to comment on the revenue that the India-West Indies series would generate.

“After the World Cup, India is playing its first big series and the timings are good. By beating Australia and retaining the Ashes, England’s worth as a team has grown. A full- strength Indian team will also be taking part,” a media analyst said.

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