As Sahara Group will not renew Team India sponsorship after December 2013, the Board of Control for Cricket in India (BCCI) has started searching for an ambitious new sponsor.
BCCI issued an Invitation To Tender for the Jan 1, 2014 to March 31, 2017 period, also releasing advertisements to this effect. The sponsorship rights will cover BCCI, International Cricket Council (ICC) and Asian Cricket Council (ACC) events.
The deal includes the right to be called the ‘Official Team Sponsor’ and to display a commercial logo on the team clothing of the senior men’s team, the Under-19 men’s team, the men’s A-team and the women’s team. The non-refundable tender fee is priced at Rs.2 lakh.
This tender comes because Sahara had made public its decision not to renew its sponsorship of the Indian team after the contract expires in December 2013.
What do you think? Should SAHARA INDIA continue sponsoring the Indian Cricket Team or should it go ahead with cancelling its contract? Will it bid for new contract, with a change in mind?
As per earlier contract, businessman Subrato Roy-headed Sahara Financial Corporation paid Rs 3.34 crore per international match to have their logo displayed on the Team India jersey for the period 1 July 2010 to 31 December 2013.
BCCI is headquartered at Mumbai and is the national governing body for all cricket in India. BCCI does not depend on Indian Government for its finances and it is a society selecting players, umpires and officials to participate in international fixtures. This Indian cricket board has not looked back since the country’s unexpected triumph in the 1983 World Cup.
The businesses that seem to have the funds to spend such amounts on sponsorships are companies with less than transparent dealings, or companies which make and sell feel-good but less than healthy products like fizzy drinks and liquor. It is a high-stakes deal. Mostly people and businesses with a penchant for risk will be able to bid. But that is business I guess.
… and why has Sahara discontinued the sponsorship?