All eyes are on the buoyant Indian side when they take on Sri Lanka in the opening match of the ICC women’s cricket World Cup on September 30. With the Women’s Premier League (WPL) reaching upwards of 130 million viewers and generating close to `110-120 crore in ad revenues, advertiser interest and sponsorship rates are at an all-time high.
Industry sources say that sponsorship rates have seen a 40-50% jump over the 2022 edition. Title sponsorship is valued around 25-35 crore, while co-sponsorship deals are valued at 10-15 crore. TV ad rates are at 1.5-2 lakh per 10 seconds, going up to 3-3.5 lakh for India matches. On OTT, the ad rates are `400-500 CPM (cost per thousand impressions).
While there are no official data on the ad revenues from the 2022 season of the ICC women’s cricket World Cup, experts anticipate a 70% surge in ad revenues this season buoyed to an extent by the rationalisation of GST slabs.
Given that this is the festive season, advertisers from categories such as paints, home décor, FMCG, jewellery and e-commerce are upbeat. Sajal Gupta, CEO of Kiaos Marketing, notes that around 70-75% of the inventory has been sold out for the India games and that some inventory will be held back to be sold at a premium depending on how India progresses during the tournament. For India-Pakistan matches TV ad inventory is selling at a 25-35% mark-up, while CTV ad OTT rates are up 30-40%.
The Indian cricket team’s recent performances have added to the excitement. After all, it was just a few days ago when Smriti Mandhana made headlines with her century against Australia, which broke Virat Kohli’s record for the fastest one-day international hundred by an Indian player.
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