NEW DELHI: SonyLIV will be live-streaming the Birmingham 2022 Commonwealth Games. The 22nd edition of the event, which began with the opening ceremony at the Sikandar Stadium this week, will see over 5,000 athletes from 72 countries compete in various sports. The OTT platform will live-stream the event across the Indian subcontinent in four languages - Hindi, English, Tamil and Telugu.
JSW Group has been brought in as the co-presenting sponsor following their participation in major sporting events such as the Tokyo 2020 Olympics, World Athletics Championships-Oregon 22.
Additionally, Acko General Insurance and Adani have joined as co-operating sponsors, and LIC Insurance Corp, Maruti Suzuki India Limited and Herbalife Nutrition are associate sponsors.
SonyLIV had previously streamed the India Tour of England series, which was said to have seen a nearly 50% increase in ad sales. The platform saw 45 brands across categories like auto, banking, insurance and online gaming.
Ranjana Mangla, Head of Advertising Sales Revenue for the platform, said, “This year, we and the brand are building together strategic partnerships that are unique to moments from key highlights, scorecard branding and over and above milestones. For us, sport remains a mainstay for brands to leverage their marketing efforts. After the Birmingham 2022 Commonwealth Games and Zimbabwe 2022 India tour, we have a strong sports calendar with massive entertainment impact properties like KBC Season 14 and Indian Idol Season 13 in the coming months. Our advertising sales inventory has increased by almost 50%. This year and we look forward to stronger strategic partnerships across our impact assets.”
According to MarketWatch.com, the video OTT market in India was valued at 86.98 billion in FY20. It is expected to expand at a compound annual growth rate (CAGR) of 30.73% during FY22-26.
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