Sri Lanka launch bid process for broadcasting rights

Sri Lanka Cricket has officially launched the bid process for the sale of its broadcasting and sponsorship rights for a four-year period starting in Jan 2005. Prospective broadcasters and rights brokers must submit formal bids by July 22.

Taj Television, the Dubai-based satellite broadcaster which has held Sri Lankan cricket rights since October 2001, is the early frontrunner in the bid process, having already indicated a willingness to table a record offer, said to be close to USD $ 35 million according to board sources.

But Taj Television is also likely to face stiff competition, especially from Sony Max and ESPN Star, the other two Asian cricket broadcasters, because the four-year period will include three India visits, for one-day tri-series in 2005 and 2006 as well as a full tour in 2008.

A three-year rights offer in 2003 flopped because Sri Lanka were unable to confirm any India tours. The board was forced to abandon the sale until India's involvement had been secured. England and Australia, the other two major money-spinners in the cricket rights world, are also scheduled to tour Sri Lanka during the contract period.

Sri Lanka Cricket is hopeful that the sale of the rights will safeguard its financial future after a difficult two years. The board faced possible insolvency after WSG Nimbus, a sports rights company, successfully sued the board for unlawfully cancelling its contract in 2001. The board faces a possible US$ 6 million payout.