However, according to Sandip Tarkas, chief executive, Media Direction, "Soccer as a game is not exactly very advertising-friendly, as you have only one 10-minute break and everything happens in a rush within that window. This is unlike cricket, which is interspersed with many breaks."
However, he added: "Considering all that and the fact that this is a cricket-besotted country, the game has fared fairly well this time round. It has benefitted by the buzz generated by the FIFA Cup and also the groundwork that went into World Cup last year. So, most restaurants today are equipped to play the game re-runs."
Manish Porwal, general manager of investment and new initiatives at Starcom, agreed. "Niche sports are gaining currency, albeit slowly, and in that sense, F1 was the first to really go big here."
The event has been haunted by nay-sayers taking jabs about using cricket icons to endorse brands during a soccer game -- Samsung and Hero Honda have been strongly associated with cricket.
But, according to Porwal, "when you can use them during soaps, crime thrillers and much else, why not soccer? There's nothing odd there."
ESPN Star Sports invested about US$262,000 in promoting the game in India. Verma said that the channel has reached a stage where ad rates have shot up to $3,000.
ESPN Star Sports signs up Samsung
After a weak start, ESPN Star Sports has signed up both a presenting and associate sponsors for its Euro 2004 broadcasts, according to Himanshu Verma, associate director, corporate communications. The presenting event sponsor, Samsung, and the associates, Hero Honda and Airtel, have seen the likes of LG, Berger and Rupa trickle in on the back of the mood generated by the football competition.