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Meera Mohanty

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New Delhi Feb 9 Nimbus Communications is close to signing four-year sponsorship deals with Hutchinson Essar and Allianz for a total of Rs 325 crore.

According to industry sources, the telecom services provider, as an old associate of Nimbus, is a natural partner.

The deal with Allianz, the global financial services and insurance company, will wrap up Nimbus's four major sponsors for the coming few year.

The broadcaster has already tied up with Hero Honda and Perfetti, the confectioner, for Rs 300 crore. According to Nimbus, Perfetti was a good marketing exercise taking cricket sponsorship into the unexploited confectionary segment.

Nimbus, which also owns the sponsorship and signage rights of the Pakistan Cricket Board and broadcasts in the Gulf region, is likely to ink a pan-regional deal with Allianz, with the latter's subsidiaries across regions reserving advertising spots. Nimbus claims that the current cricket series is a sellout.

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