MUMBAI: ESPN Star Sports (ESS) said Wednesday it has sold 75 per cent of its on-air inventory for the Airtel Champions League Twenty20, which is set to kick off on 8 October.

The broadcaster has also roped in Coca-Cola as its beverage partner, while Onida has walked on board as the umpire sponsor. The deals are believed to be for a period of three years.

While ESS MD Manu Sawhney did not comment on the deal size at a media briefing, the Coca-Cola deal is said to be worth Rs 100 million.

On air, ESS has roped in Pepsi, Maruti Suzuki, Onida, Sony India, Airtel and Havells as sponsors.

There are no performance-linked deals for either the on-going Champions Trophy or this event. Earlier, ESS had signed a five-year deal with Airtel as the title sponsor for the Champions League.

Interestingly, with Pepsi and Coca-Cola taking on board as on-ground and on-air sponsors, there will be debate once again about which mechanism is more effective in terms of brand visibility.

Sawhney said ESS is holding back 15 per cent of inventory for the Champions Trophy which it will sell as India progresses. The media buyer, though, opines that ESS will have to be smart about how the remaining inventory is sold. If India loses its first match, then ESS will be on a tricky wicket.

Airtel Champions League Twenty20 chairman Lalit Modi said the winner gets $2.5 million in prize money. The runner up gets $1.3 million while the two losing semi-finalists get $500,000.