MUMBAI: Ten Cricket has roped in 12 sponsors for the India-South Africa cricket series, moving in line with its ad revenue target of Rs 1.4 billion from the tournament that kicks off on 16 December.

Ten Cricket claims to have already sold ad inventory worth Rs 1.3 billion. "Ten Cricket is already booked to capacity inventory and there is a continuing demand," says Zeel chief revenue officer and head niche channels Joy Chakraborthy.

The broadcaster has signed Tata Docomo, Hero Honda and Micromax as co-sponsors for the India-South Africa series.

The tournament will include three Test Matches, one Twenty20 International and five ODIs.

Chakraborthy said, "We have signed up 12 sponsors – The associate sponsors are IDBI Federal Life Insurance, Maruti Suzuki, Colgate, Berger, Religare Enterprises, Manappuram Gold Loan, Aditya Birla Group and I-Ball."

Ten Sports CEO Atul Pande said, "Ten Cricket will bring telecast in a viewer friendly format with expert analysis, graphics and world class commentary. At the same time Taj India’s distribution and marketing strength will bring lot of value to advertisers, sponsors and partners."