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ICL is also planning to expand its Bollywood party and get some more glitzing star to add glamour. “We are in talks with a lot of Bollywood stars. A lot of them are showing interest. But it’s still too early to name them,” Shariq shares with 4Ps B&M. And it’s not just the stars from tinsel town, but even the blue-eyed boys of corporate India who are also in talks with ICL to pick up a stake in various teams. This may happen by next year as the valuations are still to be agreed upon in order to finalise the deals.

ICL is also gearing up to attract television audiences. The recent tournament will be shown live on Ten Sports and Zee Sports. However, the question is will the advertisers show interest in the ICL? Basabdatta Chowdhuri, CEO, Madison Media Plus is quick to answer, “There is an interest among the marketers for ICL because there are no other important tournaments in October this year. So marketers who are targeting the male audience are keen on ICL and will come aboard if they get value for money.” Companies like Rasna, Vadilal et al are negotiating sponsorship deals with ICL. According to the industry experts, a lot of advertisers (both national and regional) want to advertise with ICL as it would break the clutter during the festive season. Another interesting fact is that a lot of regional advertisers are showing increasing interest in ICL as the game is connecting strongly at the regional level with celebrities like Vishnu Manchu and Mithun Chakraborty on board. A hoard of regional advertisers from states like Andhra Pradesh, Gujarat, Punjab et al are interested in ICL. Last season’s sponsors like Dabur, Cotton County, Rishi Cements et al are expected to join this season too, “We are on the verge of closing deals with many new sponsors. By October 10, when the tournament commences, we are sure that we will be all booked up again,” adds Shariq confidently. “A good thing in favour of ICL is that the rate card to advertise is pretty low as compared to IPL or other international matches… this is generating a lot of interest among advertisers as they can strike valuable bulk deals,” says a media planner.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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