Cricket fever: SET India is eyeing US$105 million in sponsorship and advertising revenues from two major cricket events.(advertising)(Company overview)

Television Asia, October, 2006 by Gupta, Ritesh

As cricket crazy audience in India gets ready for two of International Cricket Council (ICC)'s biggest events, rights holder Sony Entertainment Television (SET) India is targeting a hefty sum in terms of sponsorship and advertising revenues from the two tournaments. The two tournaments--Champions Trophy (CT) and the Cricket World Cup--are scheduled to take place in October 2006 and March-April 2007, respectively.

Adopting a package selling route for both the events, SET India is eyeing more than US$105 million in sponsorship and advertising revenues. There are going to be two presenting sponsors and six associated sponsors, paying around US$8.8 million and US$6.6 million each for two tournaments, according to Mumbai-based Rohit Gupta, Executive...

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