MUMBAI: Multi Screen Media (MSM) has already roped in three sponsors for the sixth edition of the Indian Premier League (IPL). It has been learnt that Vodafone and Pepsi have come on board as co-presenting sponsors, while Tata DoCoMo is going to be an associate sponsor.

While not talking about specific deals, MSM president revenue, licensing and telephony Rohit Gupta said that the broadcaster is looking at selling out its entire ad inventory for the IPL this year, unlike the previous edition where it held on to ad rates to let go a small portion of its commercial airtime. “We have rationalised our rates by 10 per cent. While last year we had sold out 85 per cent, this time we want to sell out everything. Our revenue will not be affected."

MSM is looking at two co-presenting and seven to eight associate sponsors. "Sponsors will take up around 60 per cent of the ad inventory. For ‘Extraaa Innings‘ we will have seven sponsors,” Gupta added.

Vivaki Exchange CEO Mona Jain believes the IPL ratings have stabilised. "They are not zooming but neither are they falling dramatically. The rationalisation of rates makes the IPL more affordable. I don’t think that the recent poor performance of the national Indian team will have a negative effect on the IPL‘s viewership. The IPL is a different ballgame where you have city based loyalties,” she says.

In terms of companies likely to come on board, Jain points out to consumer electronics companies and telecom. Auto is also expected to come on board, though that sector has been facing a tough time. “They may come in at lower outlays, but I still expect them to participate. The economic slowdown could have an effect in terms of the outlays that different companies are willing to commit. It is, however, too early to talk about that possible impact,” she points out.