Pakistan board expects windfall from India tour

Sachin Tendulkar: going back where he began for the biggest battle of all. No wonder the sponsors are excited © Getty Images

The Pakistan Cricket Board (PCB) expects to earn about US$20 million in revenues from India's forthcoming tour of Pakistan. Speaking to the Press Trust of India, Rameez Raja, the chief executive of the PCB, said that this was the first opportunity in a decade for the board to make handsome profits.

"The interest in the series is already very high," Raja said, "and we are getting regular offers from companies in India and Pakistan including leading banks and international consumer brands. But we still have to market it carefully and in a transparent manner. We would like to strike a balance while selling title and co-sponsorship, advertising and other rights of the series."

Raja said that major Indian companies have already expressed interest in the series. "But we would like to have a neutral title sponsor for the series. We can't allow the series to be completely dominated by Indian brands. We have to ensure Pakistan companies are able to match Indian offers and we don't lose money."

The Indian board has already confirmed that it will play three Tests and five one-day internationals during the series, in March 2004. This will be India's first tour to Pakistan since 1989, when one Sachin Tendulkar made his international debut.

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