Viacom18 signs thirteen streaming sponsors for IPL

Viacom18 has secured 13 streaming sponsors for the 2023 Indian Premier League (IPL), sources involved in the development told ET. The company owns the digital rights to the IPL and will stream all 74 matches of the tournament free of charge to all Internet users on its Gio Cinema application. Sources also said sponsors include Dream11, Parle, ET Money, TVScougar, from MondelezKamla Pasand, ITCetc pepsi. In addition to these names, the company also has sponsorship deals with brands in the categories of consumer electronics, e-commerce, car accessories, and four-wheelers.

In addition to sponsors, the company has also attracted several spot buyers. Viacom18 expects about 500 brands to advertise during the IPL live stream.

Sponsorship and advertising deals made by the company are worth £2,700 crore. “These ad deals are 1.5x to 1.6x the ad revenue Disney+ Hotstar received from IPL last year,” a senior company official said on condition of anonymity.

As ET previously reported, Viacom18 has set an ambitious ad revenue target of £3,700 crore. Joint submission costs will be in the range of ₹175-250 crore. In the case of Associate Sponsors, the costs will be between £40 crore and £60 crore. The cost per thousand impressions (CPM) of a 10-second mid-roll ad is £200. In the ad before the video will be cost per thousand impressions ₹225 for a 10 second ad. For a connected TV (KTV), the cost of advertising is 6.5 lakh per 10 seconds of a live match.