IPL 2018: With TV-digital rights combo, Star ropes in 11 brand partners

The Uday Shankar-led Star network, which has the digital and TV rights to the annual T-20 tournament, is in the driver's seat

Star India has attracted 11 brands for its ‘reimagined’ telecast of the Vivo Indian Premier League. The annual T-20 extravaganza changed hands after Star recently bagged it with a Rs 163.48-billion bid for five years. This is the first time the IPL will be available on the same network on TV and digital platforms.

This, believes Anil Jayaraj, executive vice-president and head of ad sales for Star Sports, has been the key driver for attracting brands. He says: "Having both TV and digital platforms means brands will for the first time have the opportunity to leverage the power of multi-screen. This