India's MSM Lines Up Three New Sponsors Ahead Of World Cup Broadcasts

India's Multi Screen Media is "roping in sponsors" for the World Cup, according to Urvi Malvania of the Indian BUSINESS STANDARD. The network has landed three new sponsors -- Hero Moto Corp., Xolo Mobile and Micrcosoft. The network "is in talks" with Havells, Sony India, Samsung, the UB Group, Microma and Diageo. MSM expects to get over Rs 100 crore ($16.9M) from sponsorships. In the Indian Premier League, presenting sponsor Pepsi paid Rs 80 crore ($13.5M) annually, while the associate sponsors paid Rs 35 crore to 40 crore ($5.9M-$6.8M) for the tournament -- almost double of that of the World Cup. Ten-second ad rates "are in line with the average rates for a one-day international in cricket" at Rs 2-2.75 lakh ($4,500-$6,200) for 10 seconds. MSM will broadcast the tournament on its sports channels, Sony Six and Sony Six HD pan-India in English along with a Bengali telecast on Sony Aath, MSM's only regional language channel (BUSINESS STANDARD, 6/2).