Star & Disney sells 95% of IPL advertising inventory ahead of phase II

The broadcaster has signed 15 sponsors for Star Sports Network and 12 for its OTT platform Disney+Hotstar.

Initially, Star had sold the entire inventory for the popular twenty20 tournament that started in India in April but was suspended mid-way in May amid the severe second wave of the Covid-19 pandemic.

The broadcaster had then informed all advertisers that they will get the first right to continue with ad deals if and when the tournament resumes.

ET has learned that most of the sponsors, except six, have decided to continue in the phase 2 of the league. They include Dream 11, Byju’s, Phone Pe, Coca Cola, Amazon, AMFI, Asian Paints, Cred, ITC Foods, Kamala Pasand, Mondelez and Upstox.

Those that did not renew sponsorship deals include Just Dial, Vodafone-Idea, Frooti, Garnier Men, Groww and Havells.

Star has also brought on board some new sponsors, including Jio, L’Oréal and Ajio, for the remaining matches.

“We signed new advertisers for whom festive months are a prime season like, for example, fashion, ecommerce, financial services, consumer durables, neo banking, jewellery, and four-wheelers in auto,” a company insider told ET. “Brands from categories relevant for summers such as ACs and Fans have opted out.