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BCCI floats tender for series-title sponsor

Amol Karhadkar

September 19, 2013

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India with the Test series trophy, India v New Zealand, 2nd Test, Bangalore, 4th day, September 3, 2012
The new sponsor, replacing Bharti Airtel, will have prominent in-stadia advertising rights among other things © Associated Press
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The BCCI has retained a base price of Rs 2 crore (approx. $320,000) per international match while inviting bids for a series-title sponsor for all the major matches played in India, in place of Bharti Airtel, the telecommunication company that decided not to renew its contract for the same.

The board decided to float a tender for the period beginning October 1 to March 31, 2014, which includes at least 13 international matches. The winning bidder, though, will then get the first right to extend the agreement till March 31, 2018.

After Bharti Airtel decided not to extend their contract, the BCCI's marketing committee, which was presided over by president N Srinivasan in the absence of its chairman Farooq Abdullah, finalised the invitation to tender (ITT) document. The ITT will be available to "only corporate entities with a turnover of Rs 100 crore, for performance deposit of Rs 3 crore" at Rs 2 lakh. The bids will be opened in the presence of all the bidders on October 3.

While the media statement issued by BCCI secretary Sanjay Patel didn't specify the base price, a summary of the ITT document that was finalised at the meeting, accessed by ESPNcricinfo, recommended "to have the same base price of Rs 2 crore as the tender done in 2010".

While barring agents from representing corporate houses, the BCCI decided to allow consortia bids. "It is recommended that the consortia is allowed to bid for the title sponsor with consortia members nominating the title sponsor and other associate sponsor during the time of the bid," the marketing committee suggested.

Besides being awarded the title sponsorship of all the senior domestic tournaments barring the Challenger Trophy, which will be played in September, and the domestic Twenty20, the winning bidder will also be able to avail 28 other rights. Some of the prominent ones include: "Integration into the event logo and the use of all official marks; right to put up to 12 advertising boards of standard size (approx. 3ft x 20ft) in the stadium at all matches and the right to nominate the positioning of these 12 boards; exclusive branding on the stumps; and non-exclusive branding on the BCCI's website".

The marketing committee also took into consideration the current title sponsorship deals of Cricket South Africa, Cricket Australia and the ECB. It noted that CA awards Test sponsorship for $2.4mn and ODI sponsorship for $0.8mn, the ECB awards Tests for $1.07mn and ODIs and T20s for $0.25mn, and CSA's sponsorship is priced at $0.45mn per Test, $0.5mn per ODI and $0.3mn per T20.

Amol Karhadkar is a correspondent at ESPNcricinfo

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