ESPN eyes Rs 240 cr ad revenue from ICC T20 World Cup

Reliance Communications, Havells India are on board as joint presenting sponsors, Hyundai Motor, Tata Motors, PepsiCo, as associate sponsors

Sports broadcaster ESPN Star is aiming at an advertisement revenue of around Rs 240 crore from the forthcoming ICC World Twenty20 Championship, starting in Sri Lanka next month.

The channel has already signed up Reliance Communications and Havells India as joint presenting sponsors and Hyundai Motor, Tata Motors, PepsiCo, Pernod Ricard, Nokia and Tata Teleservices as associate sponsors.

"ESPN is looking at earning around Rs 240 crore advertisement revenue from the tournament," a source said.

The ICC World Twenty20 Championship 2012 will be held in Sri Lanka between September 18 and October 7.

Commenting on the development, ESPN Software India Managing Director Aloke Malik said: "In terms of on air sales, we have sold close to 80% of the total available inventory as on date."

The broadcaster has signed two joint presenting sponsors out of its plan to have three and six associate sponsors against seven planned. Besides another 10 advertisers have booked spots.

"We expect to close a few more within the next two weeks for a complete sellout," Malik said.

In India, Star Cricket and Star Cricket HD will showcase all the 27 matches of the tournament. The sport broadcaster has also planned a simulcast of all India matches, semi finals and the final with Hindi commentary on its ESPN channel.

ESPN Star Sports also announced that it has sold the syndication rights of the tournament to 218 territories across the world.

"A high definition broadcast available in a record 218 territories, including South America for the first time, means this event will have the best reach for any ICC event," ICC General Manager (Commercial) Campbell Jamieson said.