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For the most awaited ICC World Cup’s Official Broadcaster Disney star has lined up about 26 brands. This includes only three startups - Dream11, PhonePe and LendingKart which are featured in the same list as firms like Coca Cola, GPay and HUL have.
This tournament is expected to generate about Rs. 2000- Rs.2,200 crores combining ad revenue on TV and other digital platforms.
In the ICC Men's Cricket World Cup 2023, which begins on October 5, startups are conspicuously absent from the advertising roster since their budgets have been constricted due to a persistent fundraising freeze and an increasing focus on profits.
According to a list released on Wednesday by Disney Star, the tournament's official broadcaster on TV (Star Sports network) and digital (free streaming on Disney+ Hotstar), only three startups—PhonePe, Dream11, and LendingKart—appear among the 26 brands that have signed up as sponsors for the 2023 World Cup.
The sponsored companies for the previous World Cup included Byju's, Dream11, CarDekho, Google Pay, Amazon Pay, Amazon Echo, Amazon Prime, Policybazaar, Paisabazaar, Pharmeasy, Swiggy, PhonePe, Uber, UberEats, Cars 24, and Netflix. This is a stark contrast to some of those companies.
The whole list of the 26 sponsors signed up so far this year is dominated by legacy businesses. PhonePe, Mahindra & Mahindra Ltd., Dream11, Hindustan Unilever, Coca-Cola, Havells, IndusInd Bank, Pernod India, Booking.com, Peter England, Kingfisher Packaged Drinking Water, Mondelez, Emirates, Diageo, Jindal, and others are all on the complete list.
According to a note from brokerage firm Elara Capital, the tournament is anticipated to produce Rs 2,000–Rs 2,200 crore in total ad income on TV and digital platforms, up from the Rs 1,350 crore it did in the 2019 edition four years ago.
While traditional companies in the FMCG, automotive, telecom, and mobile sectors are normally the biggest advertisers, the most recent World Cup saw the debut of several digital-first brands. Since then, they have developed into some of the major sponsors of the Indian Premier League as well as other cricket and sports events.
After a 12-year absence, the renowned tournament will return to India. India will be the lone host for the first time. In 1987, Pakistan and Sri Lanka co-hosted it; in 1996, Pakistan and Sri Lanka; and in 2011, Sri Lanka and Bangladesh. The opening match of the 2023 edition takes place in Ahmedabad on October 5 against England and New Zealand. Between October 5 and November 19, 2023, 48 games involving a total of 10 teams will be contested at 10 different venues. In Ahmedabad, the inaugural match and championship will take place.
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