MUMBAI: With the hockey World Cup kicking off on 28 February, Ten Sports has sold 75 per cent of inventory.

Zee Entertainment Enterprises Ltd (ZEEL) chief revenue officer Joy Chakraborty says that Nokia, Coca-Cola, Seagrams, Musli Power and TVS Srichakra Tyres have come on board as associate sponsors.
 
“We are holding back 25 per cent of inventory which we will sell at a higher rate. We will price it at Rs 50,000 per 10 seconds. For the India versus Pakistan match the rate is double,” adds Chakraborty.

As had been reported earlier by Indiantelevision.com, Hero Honda is the title sponsor while MTS Mobile is a co-presenting sponsor. 
 
A media buyer notes that associating with this event is more about the values of a sport that is the country‘s national sport as opposed to watching TRPs. "Over the years many advertisers have stayed away from hockey. Now that the World Cup is in India, some brands look at this event as being a good association. It is about national pride."

The viewership for the hockey World Cup is expected to come more from the mini metros and smaller cities like Pune and Ludhiana as opposed to the major ones.

"That is why ratings may not give you an accurate picture. Hero Honda sells more products in the smaller cities. They also talk of national pride in their campaigns. So this event is a perfect fit for them. Nokia and Coca-Cola address the youth. They want an event that is good, clean fun. The hockey World Cup fits the bill. I expect that males and youth will tune into this event the most," says the media buyer.