MUMBAI: Neo Cricket which is looking for six to eight season partners has managed to rope in Tata DoCoMo.

A media buyer, while declining to comment on the size of the investment, notes that the commitment starts with the seven match ODI series between India and Australia. It continues till the South Africa series next year.

The buyer further notes that with this sustained visibility, the company will be able to plan its marketing activities better. Neo Cricket is looking to charge rates similar to what Sony had got for the IPL. When contacted Neo Sports Broadcast COO Prasana Krishnan declined to comment.

It is expected that the Australia series will do better than the Champions Trophy. Though, if there is a drop compared with previous bilateral ODI India series then serious questions may be raised by advertisers about the viability of the ODI format.