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As the Hero Indian Super League (ISL) kicked off in 2014, few expected it to be a success that it became. Star have already raked in Rs 100 crore in sponsor revenue for it’ second season, highlighting it’s popularity.
Continuing from the success of the first season, the second season of Hero ISL is planning to build on it’s existing development model.
Before the season began, speculation from sourceswas rife that Star Sports head Nitin Kukreja and his team garnered close to Rs. 97 crore, excluding revenues from digital broadcast from ISL season 2. The figure has now believed to have crossed the Rs. 100 crore mark.
An ISL source said, “After Servo was roped in towards the later stages, apart from the physical sponsorship, our revenue from digital platforms ensure that, we have pushed past the Rs. 100 crore mark. ISL has proved all the doubters wrong about selling football in India.”
Hero Motocorp, the title sponsor, pay close to Rs. 20 crore per year to Star. Apart from that, Maruti Suzuki, DHL, Pond’s Men, Gatorade, Flipkart, Servo, U Quit I Quit, Hewlett Packard, Puma, Volini, The Muthoot Group, Amul, Manyavar and Imperial Blue are advertisers who pay Star.
DHL, the official partners of Manchester United and Bayern Munich, has partnered with Star India to be the logistics and time partner. For that, DHL gets advertised on the screen that shows time on ground.
ISL kicked off on October 3, with defending champions Atletico de Kolkata defeating, Chennaiyin FC in the finals. ATK recived a total 18 sponsorships this season, more than double of their last year. Most other franchises have hit double figures as well.
