Sports broadcaster ESPN Star Sports has earned around Rs 200 crore from advertisements for

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the ICC T20 World Cup in the West Indies, which starts this Friday.

According to industry sources, the broadcaster, which holds the exclusive global telecast rights for all of the International Cricket Council's events till 2015, has already sold more than 85 per cent of the available ad inventory, selling 10-second slots at an average Rs 3.25 lakh.

"The broadcaster has retained the balance 15 per cent inventory to be sold later and in case India enters the final, the rate can go up to Rs 10 lakh per 10-second slot. It may garner around Rs 200 crore from the event," a source said.

When contacted, ESPN Software India Pvt Ltd Managing Director RC Venkateish declined to comment on the financials.

"We are delighted with the overall advertiser response to ICC World Twenty20. It is a world cup featuring the best teams from across the globe and I am positive that cricket fans across the country will tune into this spectacular event," he said.

The sources said major advertisers, including Hero Honda, Paras Pharma, Spice Mobile and Tata Teleservices, have signed on as joint presenting sponsors of the live telecast.

"Others like Maruti Suzuki and Reliance ADAG have signed on as associate sponsors of the broadcast," a source added.

The broadcaster has also roped in Philips as the title sponsor of the pre and post-match shows, along with KEI Industries as the joint presenting sponsor and another nine associate sponsors.

India starts their campaign against Afghanistan on May 1 and follows it up with another league match against South Africa on May 2. The semi-finals will be played on May 13 and 14, while the final is scheduled for May 16.