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Varada Bhat

Mumbai, Nov. 3 The Board of Control for Cricket in India (BCCI) has invited bids for sponsorship rights for the Indian cricket team. This includes the men’s and women’s team as well as the under-19 Team India and the Team India-A team.

BCCI’s existing men’s team sponsorship deal with Sahara India Pariwar concludes on December 31.

The company has been Team India’s sponsor for eight years now.

It first won the rights with a $52-million bid and did an encore four years ago when bids were thrown open again, with $70 million for another four years.

At that time, Sahara had competition form Idea Cellular, Reliance Mobile and Indian Oil Corporation. The cycle (ending December 31) included a minimum of 44 Test matches and 110 One-Dayers.

BCCI has now begun sale of bid documents at Rs 5 lakh each, which are “non-refundable and non-adjustable,” according to the tender notice signed by its Secretary, Mr N. Srinivasan.

The bidding process will end at 5 p.m. on November 24 and the bid documents will be opened at the BCCI office in Mumbai at 2 p.m. on November 25. “Sahara’s sponsorship is only for the men’s team but the company may be given the first right of refusal,” said an official familiar with the development. “Despite the slowdown, BCCI expects the team sponsorship for the four Indian teams to be upwards of $100 million,” he added.

According to BCCI officials, the highest bidder will get the sponsorship rights and can pitch for all four teams together or just individual ones.

The new contract will be valid from January 1, 2010 to December 31, 2013 and cover more than 70 matches, said a BCCI official.

All India-related matches both here and abroad will feature the new sponsor’s logo on the chest and leading arm of the players’ jersey. There will be separate sponsors for the other arm and individual kits.

Mr Mahesh Ranka, General Manager , Relay Worldwide, feels that with the Indian Premier League changing the dynamics of the game, more corporates would be interested in throwing their hats into the ring for sponsorship.

“Brands that are seeking customers across the country the country will opt for this as they are guaranteed huge exposure and brand activation in the process,” he said.

More Stories on : Promotions & Offers | Sports

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