Commonwealth Games Organising Committee targets Rs. 3 bn from TV rights

The Commonwealth Games Organising Committee hopes to earn Rs three billion from television rights fees during the Games in Delhi in October this year..

Speaking at the Indian International Sports Summit (IISS), CWG 2010 DG V K Verma said that the Melbourne Games in 2006 had generated around Rs. 2.4 billion from television rights fees.

“We have already exceeded that figure by 20 per cent. We have sold rights to various broadcasters like BBC, Foxtel, and TVNZ. With Doordarshan showing the games in High Definition, we are confident that there will be greater acceptance in Indian TV homes.”

The Committee has already signed up various partners for sponsorship. Air India is the official airline. Other companies who have come on-board include Hero Honda, NTPC and Central Bank Of India.

“We are looking for around 15 more companies. We are targeting revenues of around Rs 5 billion from this. We will also launch our licensing and merchandising programme in a couple of months. These will range from apparel and accessories, collectables and publishing to gifts and homewares. It is important to give everyone an opportunity to own a piece of the Games, promoting awareness, goodwill, enthusiasm and inclusion. We expect to earn around Rs one billion from this."

Verma also said there will be cultural programmes leading up to the event. A total of 5000 journalists will be covering the event in what he says will be a state-of-the-art media centre. Around 2.2 million spectators are expected to attend the Games. Over 100,000 tourists are expected to come to Delhi. Out of the Rs 100 billion being spent on the Games, Rs 80 billion will be on things like infrastructure. He says the overarching goal is to make Delhi the sports capital of Asia.

Meanwhile, an industry source said even if the Committee makes Rs. 2.5 billion in sponsorship money, it would have done well. Government owned entities like SAIL and ONGC may also be asked to put in money. Among the private partnerships, Coca-Cola is said to have put in Rs 200 million for being the beverage partner.