Brands are "continuing to repose faith" in the Indian Premier League, according to Bindu D. Menon of THE HINDU. Both linear and digital broadcasters are "seeing a near sell out of their advertising inventory ahead of this year’s season starting on April 5." Sony Pictures Network President of Network Sales Rohit Gupta said, "Brands realize that there is no viewer fatigue, at least when it comes to IPL, and continue to invest in the sport." SPN "expects to clock" Rs 1,300 crore ($195M) in revenue compared to Rs 1,100 crore in '16. But brands "are not grumbling." Spykar Lifestyle COO & Dir Sanjay Vakharia said, "IPL is a perfect combination of sports and entertainment. We expect to attract significant eyeballs in our second year of association with IPL. It will be a busy and exciting sporting seasons." OPPO Mobile, which won the apparel and gear sponsorship rights for Team India for a "whopping" Rs 1079.29 crore ($162.2M), said that it is "backing its growth on IPL." OPPO Mobiles India President Sky Lee said, "Cricket in India isn't just a sport, it is also a way of life, culture, even a religion" (THE HINDU, 3/15).
