Disney Star, the official broadcaster for the ICC World Test Championship Final (WTC), has signed advertising deals worth close to Rs 100 crore for the ongoing test tournament, sources have told e4m.

Disney Star signed 15 sponsors for Star Sports Network and 13 sponsors for Disney+ Hotstar across categories.

The tournament started on June 7 and will conclude on June 11.

“TV inventory has sold out for the test tournament. The network has signed close to Rs 100 crore from advertising and sponsorship, TV and digital put together. Advertisers who couldn’t get spots on TV are now buying them on digital,” said a senior media planner on the condition of anonymity.

As per industry estimates, the ad rates for 10 seconds have been priced at Rs 1.8- 2.3 lakh. The rates for associate sponsorship are between Rs 2-3 crore.

“The TV inventory is sold out so the broadcaster is likely to get closer to Rs 100 crore. The advertisers have shown interest and it's clearly seen in the number of advertisers they have roped in,” said another media planner.

Star Sports’ sponsors include Bajaj Allianz, LAYER'R SHOT, Pokerbaazi, MRF, Samco Securities, Jindal Panther Steel, Ultratech Cement, DBS Bank, Atomberg Technologies, Maruti Suzuki, Charged By Thums Up, Hero Motocorp, Cadbury Dairy Milk, Livguard Energy Technologies, Allied Blenders and Distilleries. In addition to the 15 sponsors, Star Sports has also onboarded 40 advertisers and over 45+ brands.

Baazi Games has come on board as the co-presenting sponsor and ICICI Prudential Mutual Fund is the co-power sponsor on Disney+ Hotstar. A legion of national and international brands like Bajaj Allianz, Scaler Academy, Policy Bazaar, Paisa Bazaar, Club Mahindra, Coca-Cola, HSBC, Maruti Suzuki, Uber, L’Oreal and Castrol have been signed as associate sponsors.