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After terminating its title sponsorship deal for Indian Premier League last year, beverage and snacks maker PepsiCo is back on the cricket pitch. It has signed a new deal as an associate sponsor with the Board of Control for Cricket in India (BCCI).
This time PepsiCo will be the on-ground sponsor for all domestic and international matches, except IPL, that will be organised by the BCCI in India for the next four years. Neither the company nor BCCI disclosed the contract price.
Anurag Thakur, Secretary , BCCI said that the board is close to signing two additional deals to rope in associate sponsors besides PepsiCo, which will be announced in the next few days. “We hope to raise about ₹ 150 crore with these three new deals. While we want to increase fan engagement and enhance the fan experience we also want to tap into new revenue streams for the Board,” he added.
PespiCo is the official refreshment partner as well as the snacks partner of BCCI for about 80 matches to be played over the period of four years across the three formats- test, one day and T20. In addition, the company’s brand Gatorade will be the new performance drink of team India.
Thakur also said that BCCI has had a long partnership with PepsiCo and is happy to have PepsiCo back on board again while adding, that the Board has been working towards increasing transparency and accountability in the game.
The partnership will kick-start when India hosts Bangladesh later this year and is also slated to host all major cricket-playing nations over the next four years. PepsiCo is hoping to leverage on its rights of on-ground advertising and in-stadia branding with this sponsorship deal.
D. Shivakumar, Chairman and CEO, PepsiCo India said, “When PepsiCo parted ways with IPL we had clearly said we are not parting ways with cricket or BCCI….. Our association with cricket in India goes back to over 25 years. We plan to leverage the power of our portfolio across foods and beverages through scale campaigns and innovative consumer engagement programmes.”
He added that the association will give visibility to the company’s brands through the year rather than for two months.
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