Disney-Star India allows advertisers to opt out of IPL 2021 contracts

According to media reports, Disney-Star India has informed advertisers who bought airtime for the suspended 14^th edition of Indian Premier League that they will get the first right to continue with the ad deals if and when the tournament resumes.

Till now, 29 out of 60 matches have been played. The Board of Cricket Control of India (BCCI) immediately suspended the games after an outbreak of Covid-19 virus among the players and staff of the T20 tournament. Advertisers were concerned as there was no exit clause in their contract with Star-Disney India. However, Disney_Star India has billed the media agencies and corresponding advertisers only for the inventory that has been already used.

If and when IPL resumes, the strategy of the advertisers will determine whether they continue their association with the league. For some advertisers the timing of the tournament is extremely crucial to make an impact while others are associating with the tournament mainly for its reach, impact and synergies with cricket.