Disney Star eyeing IPL bounty

The broadcaster expects a surge in ad revenue amid improved business sentiment and heightened cricket frenzy

- Gaurav Laghate

Disney Star, which holds television rights for the Indian Premier League (IPL), is gearing up to sign arecord number of advertisers for the marquee T20 cricket event that will likely start in the latter half of March.

Buoyed by improved business sentiment, and cricket viewership reaching unprecedented levels, the broadcaster expects a surge in advertising dollars.

"The market is turning around. We had a few down cycles, businesses were cautious, there was a funding winter, Russia started a war, and overall, business models were being relooked at," Ajit Varghese, head of network advertising sales at Disney Star, said, about IPL's potential to draw in more advertisers this season.

Varghese said categories such as crypto, edtech, and a few startups might not return as advertisers this season, but there is growing interest from companies in sectors such as automobile, FMCG, and fintech.