According to media buying agency sources, Hindustan Unilever has agreed to sponsor Disney Star, the official broadcaster of the Asia Cup and the ICC Cricket World Cup on both TV and digital platforms.

As per a source who did not want to be identified, the FMCG behemoth Hindustan Unilever has agreed to sponsor both TV and digital coverage of the Asia Cup and World Cup for close to Rs 200 crore.

Both the Asia Cup and the 50-overs ICC World Cup will be broadcast on Disney Star, which operates Star Sports channels and Disney+ Hotstar OTT.

"Both properties have received significant interest due to the festive period timing," another source said. "Advertisers can choose from a variety of linear and digital packages that align with their business objectives." With the Asia Cup and World Cup events taking place back-to-back, we believe Disney Star will be able to effectively sell their inventory," the source added.

The Asia Cup 2023 is set to begin today, and cricket-crazy India will host the ICC Men's Cricket World Cup from October 5 to November 19. While the Asia Cup will feature 13 matches, the World Cup will feature ten countries competing for the coveted trophy in 48 matches.