After almost seven years of complete isolation from cricket sponsorship, Coca Cola is back with a bang. It has signed up as the on-air associate sponsor of the Indian Premiere League. We have seen that the test and one-day formats have seen a downfall in partnership over the past. However, the 20:20 format has grown very big, said Venkatesh Kini, Marketing-Head, Coca Cola India. This grants Coca Cola category-wide exclusivity through out the live broadcast of the 44 day event beginning April 18.
Being one of the four associate sponsors, Coke will pay between Rs 16-20 crore for the series which is at a much lower rate than other individual slot payers. Main sponsors, Vodafone and Hyundai, are paying between Rs 22-26 crore each. So, while the sponsors could be buying slots at around Rs 1.75 lakh per slot, individual advertisers will be paying rates as high as Rs 3.25 lakh per slot. Coke''s rival Pepsi will not be able to secure any commercial time during the IPL matches since Coke is the exclusive beverage partner.
Being one of the four associate sponsors, Coke will pay between Rs 16-20 crore for the series which is at a much lower rate than other individual slot payers. Main sponsors, Vodafone and Hyundai, are paying between Rs 22-26 crore each. So, while the sponsors could be buying slots at around Rs 1.75 lakh per slot, individual advertisers will be paying rates as high as Rs 3.25 lakh per slot. Coke''s rival Pepsi will not be able to secure any commercial time during the IPL matches since Coke is the exclusive beverage partner.
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