The OOH media company, headquartered in Bengaluru and owned by entrepreneur Nitesh Shetty, recently won the advertising and marketing rights to the M Chinnaswamy Stadium on MG Road, Bengaluru, the venue of the first match in the series.
Serve & Volley won the rights on September 26 for the five day Test match to be held in the city October 9-13.
Raj B Bhattacharjee, assistant vice-president, business development, Serve & Volley Outdoor Advertising, says, “We were awarded the contract recently for the five day Test match between India and Australia to be held October 9-13 in Bengaluru.” He was unwilling to reveal the cost of winning the contract, but says it ran into several crores of rupees.
Bhattacharjee says the M Chinnaswamy Stadium can seat 42,000 people. The properties at the stadium that will be available for ad displays will include roof bays, pillars, exit boards, perimeter boards, a large LED screen and the field.
The channels covering the sporting event include Neo Sports for India, Bangladesh and Sri Lanka, Sky and Fox for England and Australia, Prime Sports for South Africa and Geo for Pakistan. Together, these will ensure more than a billion viewers over the five days.
He says, “We believe that sports advertising is the next big thing in OOH and would like to leverage the popularity of sports in India today, keeping in mind the youth segment that it addresses. Any advertiser wanting to address this segment is welcome, as are mass marketers and FMCG brands.”
Bhattacharjee adds, “In fact, any brand which wants to associate with youth, health and vitality will see this as an ideal platform to showcase itself.”