After the Indian viewer has had enough of cricket with the controversial IPL followed by T20 world cup, the advertisers are running hard to get their share of the upcoming FIFA world cup.

While the event will be telecasted by ESPN Star Sports, the official broadcaster of the world's most popular and widest televised sporting event, the channel claims that it has already sold almost 90% of the available inventory to various companies, namely Vodafone, Aortal DTH, Nokia, Samsung and Hero Honda.

In fact, global partners of the sporting event such as Adidas and Sony have also gone out of the way to launch multi-faceted marketing campaigns, then be it the 3D telecast at pubs and restaurants or be it the merchandising, many big names are eying the golden boot to fetch them big returns.

While the channel bagged close to Rs. 55 crore from the 2006 season of the world cup, media planners are of a view that the channel will bank close to Rs 150 crore in advertisement revenues during the month-long tournament that kicks off in South Africa on June 11.