Max, which will telecast live the India-New Zealand cricket series from 25 February, has appointed Coca-Cola, Citibank, Vodafone, Perfetti and the Taj as associate sponsors for the event.
Multi Screen Media (formerly Sony Entertainment Television) President network sales, licensing and telephony Rohit Gupta, explained that Max has signed these deals separately from the Indian Premier League which it will also be telecasting from 10 April.
MSM is also selling for pubcaster Doordarshan which will air the ODIs and T20 games.
This time around, Max will not have any of its own commentators or any Extraaa Innings. The channel will simply use the feed of the host broadcaster. Gupta explained that the timings of the matches are such that it does not make sense to bear any extra cost of production.