ARY vs. Daraz;
Which 2021 ICC Men’s T20 World Cup sponsorship deal is superior?
Having paid GroupM Pakistan roughly $1.5 million for the digital streaming rights of the 2021 ICC Men’s T20 World Cup, Alibaba-owned Daraz stands to earn $2 million from sponsorships alone and has floated a relatively superior proposal
T
he heat is on and it’s between two unlikely rivals: Alibaba-owed Daraz vs the ARY Digital Network, representing conventional media and digital media respectively, including representing TV screens and mobile screens respectively. This week advertisers and agencies sat down to debate the merits and demerits of two vastly different sponsorship proposals around the upcoming 2021 ICC Men’s T20 World
ADVERTISING
Cup, which is a week away. As reported by Profit, the first proposal floated in the market came from the ARY Digital Network, and the value of all six packages within the said proposal is Rs. 617.5 million ($3.625 million). The second proposal floated in the market came from Alibaba-owned Daraz and the value of 13 sponsorship slots - across three categories of presenting, main, and co-sponsor - is valued at Rs. 340.8 million ($2 million). On the one hand, the ARY Digital
Network proposal for the 2021 ICC Men’s T20 World Cup offers brand placement on two highly coveted channels: Ten Sports and A Sports. But since Ten Sports has been in a landing rights limbo, across the country, media agency executives tell their clients the following: it is neither legal nor illegal to work with Ten Sports as the decision as to whether the channel is a national security risk is still pending. Unlikely as it may be, should you desire your ads on this channel, and should
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