MUMBAI: Zee Entertainment Enterprises Ltd (Zeel) has lined up three on-air sponsors for the India versus Sri Lanka series that kicks off on 21 July on Ten Cricket. The series will feature five ODIs and one Twenty20 match.

Hero MotoCorp has come on board as co-presenting sponsor. The broadcaster is in talks with at least three advertisers for the second co-presenting sponsorship slot.

Ten has signed up Royal Seagram and Lenovo as associate sponsors and is in advanced stage negotiations with Max New York life and Manipal University. Brands like Merck Pharma, Sony Vaio and Titan have also bought air-time.

The channel has sold 60 per cent of its ad inventory. "We aim to sell 90 per cent before the tournament kicks off and the balance 10 per cent will be sold at a premium," says Zee chief sales officer Ashish Sehgal.

Kent RO is the title sponsor of the wraparound show, ‘Straight Drive‘. Luminous has taken Hawkeye sponsorship while Ambuja Cement is the Action Replay sponsor. "We are looking at four more associate sponsors for Straight Drive," avers Sehgal.

Indiantelevision.com had earlier reported that the company was looking at raking in Rs 900 million from the series, a target that media buyers had stated was too high. Micromax is the title sponsor while Royal Stag Cricket Gear is the on-ground associate sponsor.

While not talking about revenue expectations, Sehgal notes that the series will generate interest as India has not played cricket for two months. "We are looking at a total of six on-ground sponsors," he adds.

The broadcaster will kick-off its 360 degree campaign with the theme of ‘One India One Jersey‘ starting 1 July. The aim is to convey the message that the team plays as one with one jersey.

The idea, Sehgal says, came about as this is the first event after the IPL where players wore jerseys of different teams.