Cable Thai Holding Plc (CTH), the newly established cable TV operator, has secured 5 billion baht in sponsorships for its English Premier League (EPL) broadcasts during the 2013-15 seasons.
A company source said CTH has already reached agreement on EPL sponsorship packages with leading companies.
The 10 main sponsors include Advanced Info Service, Singha beer and Thai Airways International.
CTH will announce the names of all major EPL sponsors next Tuesday.
The company has set sponsorship packages for EPL games at US$5 million, $10 million and $15 million.
"Any advertiser wishing to sponsor EPL games without competitors in the same field must purchase the biggest sponsorship package to receive exclusive rights," said an ad industry executive.
Each package allows sponsors to have their brand logos appear on TV screens during all game broadcasts throughout the three seasons.
CTH won EPL broadcasting rights for the three seasons starting this August, beating the existing rights holder TrueVisions.
It has reserved five channels for EPL content _ Channel 1 for live matches and reruns, Channel 2 for coverage of international EPL activities, Channel 3 for EPL events in Thailand, Channel 4 for a variety of content such as player and fan profiles and Channel 5 for inside news.
Moreover, CTH has formed partnerships with three free channels _ BEC World's channel 3, channel 7 and Modernine TV _ to broadcast 17 EPL matches live each season.
The ad executive said buyers of the highest sponsorship package will receive some commercial slots during live coverage on the five CTH channels and one minute of airtime on the three free channels during each game.
Sponsors' logos will appear on product giveaways and at marketing events promoting EPL.
"CTH's three-year sponsorship deals are considered very pricey, three times higher than the previous ones offered by TrueVisions. But brands are interested in being EPL sponsors, as this make a huge impact and is an effective marketing tool for communicating with mass audiences, particularly football fans," said the ad executive.
These leading brands and companies have earmarked 1 billion baht per year to sponsor big sports games.
"The brands sponsoring EPL games are confident of seeing higher sales growth in return," said the ad executive.
The three-year EPL packages will allow the sponsoring brands to plot their long-term marketing plans.
"Another interesting point is that the sponsorship rights will cover not only Thailand but also the Indochinese countries of Laos and Cambodia," said the ad source.
Sponsors can work closely with subleased rights holders via CTH.