ESPN STAR Sports Seeks Three-Fold Jump in Advertising Revenue for FIFA World Cup 2010

The Indian branch of ESPN STAR Sports, the official broadcaster of the FIFA World Cup, is expecting a significant increase in advertising revenue from the 2010 tournament. According to industry sources, the sports channel is likely to pocket around Rs 1.5 billion from the tournament, a nearly three-fold jump from the Rs 55 crore generated in the 2006 edition. With over 95% of its inventory already sold, leading companies like Vodafone and Airtel DTH have signed on as joint presenting sponsors, while Nokia, Samsung, and Hero Honda have signed in as associate sponsors.

Key Takeaways:

ESPN STAR Sports is expecting a three-fold jump in advertising revenue from Rs 55 crore in the 2006 FIFA World Cup to Rs 1.5 billion in the 2010 edition.
The sports channel has sold over 95% of its inventory, with leading companies like Vodafone and Airtel DTH signing on as joint presenting sponsors.
Nokia, Samsung, and Hero Honda have signed in as associate sponsors for the matches, along with other companies like Parley Agro, Pernod Ricard, Micromax, BPCL, Coca Cola, and Jhaveri Industries.
The growing interest of Indians in international football and the expansion of cable and satellite households in India have contributed to the good response from advertisers.
Industry experts believe that the FIFA World Cup is one of the most watched sporting properties globally, with tremendous advertiser response.

Statistics:

Revenue expected from the 2010 FIFA World Cup: Rs 1.5 billion (US$32.39 million)
Revenue generated from the 2006 FIFA World Cup: Rs 55 crore
Inventory sold: Over 95%
Number of joint presenting sponsors: At least 2 ( Vodafone and Airtel DTH)
Number of associate sponsors: At least 3 (Nokia, Samsung, and Hero Honda)

Sources:

"ESPN STAR Sports eyes three-fold jump in FIFA World Cup ad revenue" - Asia Pulse, May 31
"FIFA World Cup 2010: Advertisers flock to football" - PTI, May 31