As the glitzy and glamorous IPL T-20 tournament kicks off later this week, advertisers, television broadcaster SET Max and internet rights holder Indiatimes are set to ride the cricket wave, fresh from the success of India's historic World Cup win.
For starters, brands wanting to associate with the tournament are coughing up 25-30% more and, in some cases, even double compared to rates last season. This is especially true of top-performing teams with prominent cricketers such as Chennai Super Kings captained by MS Dhoni, Mukesh Ambani's Mumbai Indians with Sachin Tendulkar at the helm, GMR group's Delhi Daredevils and Vijay Mallya's Royal Challengers. The rates are learnt to have touched a record Rs 30 crore per advertiser for each sponsorship deal.
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