ICC World Cup 2011: Battle of brands and moolah

Corporate India is looking to hit a barrage of sixes during the World Cup. Some of the biggest names from India Inc are going the whole hog to make sure that their message reaches the consumers.

The on-ground sponsors of ICC World Cup– Reliance Communications, LG, PepsiCo, Reebok, Hero Honda, Emirates, Yahoo, Castrol and Money Gram have together paid an estimated Rs. 1200 crore for in-stadium advertising.

Sony India, Hero Honda and Vodafone have paid Rs. 55 crore each for the rights of on-air joint presenting sponsors of the world's third largest televised event.

Furthermore, associate sponsors of the World Cup Nokia, Pepsi, Maruti Suzuki, Philips India and Airtel Digital TV have paid Rs. 35 crore each.

Most of the sponsors are betting on the men in blue to be game changers for their brands.

ICC World Cup Cricket 2011, which is jointly being organised by India, Sri Lanka and Bangladesh will begin from February 19 at Sher-e-Bangla Cricket Stadium in Dhaka. Mega final of the biggest cricket event is scheduled to be played at Wankhede Stadium in Mumbai on April 2.

“World Cup happening in India is a big event from a viewership perspective and that's why marketers are interested. It is a great format with 14 countries, 50 overs, and with India in good form we are hoping they perform well and we get the return on investment,” Sanjay Behl, head- marketing at Reliance Communications said.

Several others are seeing this as a great opportunity for above the line and below the line marketing activities around the mega event.

Idea Cellular will spend an estimated Rs. 40 crore in advertisement campaigns while Vodafone has allocated a budget of Rs. 75 crore for the World Cup. Sony India has earmarked a budget of Rs. 100 crore while arch rival LG has a budget of Rs. 70 crore for the World Cup.

Compares are aware that the spending will prove to be a golden goose only if the Indian team does well. And hopefully, goes on to win the cup.


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