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Our Bureau

PDM Sports, BCCI announce the `Future Cup' in June-July

Mumbai May 23 PDM Sports and BCCI have announced that `Future Group' will be the sponsor for the upcoming cricket series to be held in June-July. The series involving three matches between India and South Africa in Ireland and one match between India and Pakistan in Scotland will be called the `Future Cup'.

This is the first time one single company will exclusively sponsor and leverage 100 per cent of all sponsorship and advertising opportunities on a cricket event.

Mr Kishore Biyani, Group CEO, Future Group, said, "We have been associated with cricket in various capacities before. We believe that cricket is here to stay and we as the Future Group are pleased to be associated with the future of cricket in India. This is the first time that we are taking up the complete sponsorship for a series."

Mr Lalit Modi, Vice-President, Board of Control for Cricket in India, said, "This is the first-time ever in India that a corporate has taken up the complete commercial rights for a series."

Mr Shailendra Singh, Joint Managing Director, Percept Holdings, said, "We are very fortunate to have the `Future Group' on board as a partner who is as committed to building the future of cricket. India is headed to be the youngest nation by the year 2010. The Future Group recognises this fact and we are only happy to come together and provide a platform for the future talent of cricket. Percept has been involved with cricket for over a decade and will continue to work towards the development of the game across the globe."

"The Future Group has evolved from being a retail company to a multi-product, multi-service Group with multiple consumer touch points. Cricket with its mass consumer connect was the perfect platform and hence the fit. We also believe Future Group identifies with `India Tomorrow' and so does Future Cricket," continued Mr Singh. BCCI has confirmed the award of sponsorship and advertising rights to the Future Group.

India and Pakistan will also meet in a charity cricket match to mark their 60th anniversary of independence. The match, known as `The Friendship Cup', is expected to raise over $5 million for charities in Bangladesh, India, Pakistan, Sri Lanka and the UK.

The match is being organised by the British Asian Trust, set up to fund community projects in these areas. The proceeds from the match will be distributed by the Trust.

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