Novelty factor gives Champions League T20 an edge, feel media planners

When it comes to cricket, marketers can’t get it wrong. After the success of Season 2 of the Indian Premier League (IPL), followed by the T20 World Cup, activity is now building up around the innovative T20 format Champions League, which will commence from October 8, 2009. exchange4media finds out more about the marketing activities and expectations from this tournament.

In September 2008, ESPN-STAR Sports (ESS) had bagged the global commercial rights for Champions League T20 for 10 years bidding an amount of $975 million. The deal is also said to have given ESS the exclusive rights for all the matches in the inaugural Champions League Twenty20 season, which is scheduled to be held from October 8-23, 2009 and through the 10 years. The 16-day League will have a total of 23 T20 matches. The tournament would be played across three venues – Bangalore, Delhi and Hyderabad. Airtel has been recently roped in as the title sponsor for a five-year period.

Via http://www.exchange4media.com/e4m/news/fullstory.asp?section_id=3&news_id=35491&tag=31198&pict=0