Chak de Hockey, say advertisers

Is Hockey the new kid on the block? Not yet. But the Hockey World Cup, which is just around the corner, is the new property a host of Indian brands want to get associated with, reports Rachit Vats.

Is Hockey the new kid on the block? Not yet. But the Hockey World Cup, which is just around the corner, is the new property a host of Indian brands want to get associated with.

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Besides Hero Honda, the title sponsor, Steel Authority of India, ING Life Insurance, Karbon Mobile and others have associated with the brand.

Ten Sports, which will broadcast the tournament, claims it has sold nearly 80 per cent ad inventory. Brands like Nokia, Muesli Power, Coke, TVS and Seagrams have already signed deals with the company. There are new and first time players who are looking to get on board.

Atul Pande, chief executive officer, Zee Sports and Ten Sports, “There has been a fairly good corporate response for the tournament and we have sold nearly 80 per cent of our ad inventory. We are seeing good traction and expect high viwership from smaller cities.”

Pande refused to divulge the exact size of the deal.

Sanjoy Chakrabarty, CEO, Last Minute Inventory, said, “Brands are looking at new properties. Hockey is a virgin area. Despite low viewership, brands will get the exclusive visibility they are looking for.”

“We are targeting consumers in Tier 2-3 cities. We expect to generate at least 30,000 leads,” said Amit Gupta, director, marketing and Communication, ING Life Insurance.