MUMBAI: As the Indian Premier League is coming to its season finale, advertisers will have another big sporting property to put their ad dollars on in the form of the FIFA World Cup , the biggest and most followed sports tournament in the world.And with just 30 days to go, official broadcaster Sony Pictures Networks India (SPN) has set itself a target of at least Rs 250 crore in ad revenue from the tourney.“We are looking at a reach of over 100 million viewers and advertising revenues of Rs 250-270 crore in advertising,” Rajesh Kaul, president-sports & distribution at SPN, told ET. “This year, with the World Cup being held in Russia, there is a lot more excitement as the live matches will be aired during the prime time for Indian viewers.”SPN will air the matches on six channels across four languages: Hindi, English, Bengali and Malayalam. The matches will also be aired on SPN’s over-the-top platform Sony Liv as a free service with a 5-minute delay and live be- hind a paywall for paying subscribers.On advertising front, Rohit Gupta, presidentnetwork sales & international business at SPN, said: “We had 38 brands on board during the Rio World Cup (2014). This time, we are targeting many more advertisers as the timing is good and youth audiences’ engagement level is huge when it comes to football.”With a 30-day countdown, SPN on Tuesday kicked off its marketing campaign to build more excitement about the tournament and has planned a 360-degree marketing campaign and multiple activities across TV, radio, print, digital and offline.While football viewership is already high in India, highprofile FIFA-led events tend to enjoy an increased following. The FIFA World Cup is one of the few sporting events that draw in both fans and fringe-viewers to root for their favourite countries.