Disney Star, the official broadcaster of Asia Cup and ICC Cricket World Cup, both on TV and digital platforms, has bagged sponsorship from auto giant Mahindra Auto worth nearly Rs 150 crore, highly placed industry sources have told e4m.

This is one of the first auto brands to join as the main sponsor for the ongoing and upcoming cricketing events. As per reports, Coke, Mastercard and Hindustan Unilever are the other three big brands that have come on board as sponsors for the events.

exchange4media reached out to Disney Star and Mahindra for their comments but did not receive any till the filing of this story.

Sources claim it is perhaps the first time that the auto major, one of India's largest passenger and commercial vehicle manufacturers, has associated itself at this scale with a cricketing event.

As per industry sources, both big and small brands are keen on spending on the upcoming World Cup for the value it brings along. “Cricket is a religion in India and therefore it’s a perfect opportunity for the brands to increase brand awareness, build engagement with customers, create an emotional connection with fans, and boost sales,” said a senior industry source.

However, the response towards Asia Cup has been mixed as brands see to find more value in the Cricket World Cup. “Most brands, for their sentimental and brand value, want to be associated with the World Cup. However, Asia Cup will give them more visibility,” explained a media planner.