The Hindu Business Line : India wins, so do the sponsors

New Delhi, Sept. 24 If advertisers could have jumped into the ‘Bull Ring’ and joined in the celebrations following the nail-biting India win of the ICC World Twenty20, they would have cheered the loudest.

“This just proves the far, far improved ability of the Indian team to win a match. Advertisers who have walked away from cricket will now have a lot more confidence in investing,” said Mr Sundar Raman, Managing Director, MindShare, the media buying agency of WPP, amidst loud cheer from the Wanderers Cricket Stadium in Johannesburg.

The broadcaster ESPN, which is currently surfing on a tide of high viewership, might not immediately reap the benefits. But others like Nimbus Communications, which owns the rights to cricket played in the country and will be telecasting the next home series, where India meets Pakistan and Australia, is upbeat.

“After the disappointing form in one-day cricket, it’s great to see India perform so well in Twenty20. It’s excellent for the emotional connect of fans, for the brands associated with the game,” said Mr Haresh Thawani, Nimbus chief. “The particular worry for advertisers was that once the senior players retire, who would we be left with? Now, we have a set of new young stars who will play for the next 5- 8 years and bring us back another World Cup,” he added.

The Indian cricket team is set to pocket more than $490,000 as the winner’s cheque, plus a $2 million from BCCI (Rs 1 crore for Yuvraj) and can look forward to new endorsement contract. “As an Indian and as sponsor we are delighted with the response to Twenty20 and Indian victory is the icing on the cake. We feel proud and think that Twenty20 is here to stay,” said Mr Devinder Kishore, Director Marketing, Nokia India.

Another advertiser and the official global partner of the tournament, who has got his money’s worth, Reliance Communications said, “We are delighted with India’s performance during Twenty20 World Cup 2007. We wish the Indian Team success for the forthcoming series against Australia and Pakistan.”