A match made in financial heaven
Kanishkaa Balachandran
25-Feb-2013
Getty Images
In his blog Sideline Slogger, Paul Holden marvels at the deal between New Zealand Cricket and Dheeraj and East Coast LLC (DEC), the new clothing sponsors of the national team. The company may have had a zero presence in New Zealand, but the new relationship is a sign of the times as Indian eyeballs all around the world are watching the team play and it is that viewership that gives rise to some less than obvious commercial possibilities. Read on in stuff.co.nz
Perhaps the deal was stitched up through the contacts of Brendon McCullum. How? HDIL, another company in the Wadhawan stable, is one of the six headline sponsors of the coolest team in the Indian Premier League, the Kolkata Knight Riders. Baz has put his 10 cents in on the coach so why not throw out some names and cellphone numbers for potential sponsors of the front of the shirt as well?
Kanishkaa Balachandran is a senior sub-editor at ESPNcricinfo