Now, the next big event on advertisers’ watch list is ICC Men’s T20 World Cup to be hosted in the petro-dollar venues UAE and Oman from October 17 to November 14, 2021. Reliable sources say Star Sports, the official broadcaster, which includes its video streaming app Hotstar, has already lined up event sponsors (BYJU’S, Dream11), broadcast partners (Coca Cola, Vimal) and are hoping to get on board two more sponsors. Already 40% of the inventory has been sold – with the cost for a 10-second spot put at Rs 10,000-Rs 12,000. The World Cup which will be played after Dussehra but before Diwali may prove to be bang for the buck for both advertisers and broadcasters. Star Sports which was expected to rake in around Rs 3,000 crore (that includes Hotstar) by way of advertising revenue from IPL 2021, could not hit that number as matches were suspended due to the second wave of pandemic. However, insiders are optimistic that Star Sports will earn close to Rs 1,200 crore from 45 matches to be played between 16 teams in the T20 World Cup. It is learnt several advertisers like BharatPe, Upstox, OPPO, MRF Tyres, Booking.com have signed on as ground sponsors. As always the most keenly watched match will be one between India and Pakistan and for this match advertisers don’t mind paying a premium.