India-Pak cricket to leave ESPN Star Sports richer by more than Rs140 crore

ESPN Star Sports is expected to earn more than Rs140 crore with advertisement rates for the limited overs cricket series between arch-rivals and India and Pakistan hitting the roof.

ESPN Star Sports, the official broadcasters of the game, has seen a huge rush of advertisements with sponsors and advertisers fighting to be part of a friendly `war' between the arch-rivals – India and Pakistan.

According to industry sources, spot rates for the ODIs is Rs7-7.5 lakh while the T20 between two countries is being sold at a Rs9 lakh per 10 second. At this rate industry analysts estimate the broadcaster to earn more than Rs140 crore in advertising revenue from the mini-series.
    
"We are delighted with the response from advertisers on India Pakistan series. India-Pakistan is always extremely sought after and the series therefore was sold at a premium," Sanjay Kailash, executive vice president of ESPN Software India Pvt Ltd, said.
    
"We have monetised India Pakistan ODIs at a rate which is double as compared to the historical industry average. Even rates for India-Pakistan T20 are double than the most sought after T20 tournament in the country," he said.

Kailash, however, refused to divulge financial details.

ESPN Star Sports has signed four joint presenting sponsors, including Havell's, Celikon Impex Pvt Ltd, Hero Moto Corp and Micromax LED TV.

There are also five associate sponsors, including Coca Cola, Vodafone, Karbonn Tablets, Cadbury and Pidilite.
    
Beginning 24 December, ESPN Star Sports will telecast the India Pakistan series on Star Cricket and Star Cricket HD (in English) while Star Sports will telecast the series in Hindi.