The IPL season 3 is turning up to a big testing ground for many new marketing avenues on new media. One such avenue includes live streaming services on YouTube, a first of its kind in India when Cricket matches will be streamed live onto the internet medium.

Google says that the avenue has already attracted some of India’s top advertisers such as Royal Challenger ( an IPL team), HSBC India and HP India (all three as Premium Sponsors). Airtel, Coca Cola and Samsung have also taken up sponsorship slots.

The ad formats include pre-roll and mid-roll ads, YouTube homepage ads, and banner ads next to the live player and on video watch pages.

As Premium Sponsors, Royal Challenger’s IPL team will take the spot light during the final match of the tournament, and HSBC India and HP India will cover the semi-finals. Ads from sponsors will appear in all countries where YouTube is available except the United Kingdom.

 Sponsors ads will also get featured on the IPL-branded Orkut community page, which will host team and player interviews, contests and match polls to engage fans and audiences.

Shailesh Rao, Managing Director of Google India and Media & Platforms, Asia Pacific, says, “We are extremely delighted with the response we have received from leading brands in India to be part of this first-of-its-kind initiative on YouTube. The combination of on-demand access and interactive community features on YouTube provides a whole new avenue for advertisers to engage their audience. We are optimistic about the response from users and look forward to working with marquee advertisers who have joined hands with us in this innovative offering”

Maitri Kumar, Head of Marketing for HSBC India, said, “If Cricket is a religion in the sub-continent, then IPL is its fast-growing cult. This association with YouTube is a great way to participate in this IPL hysteria and engage with our key target audience.”