Leading telco Bharti Airtel has won the BCCI's series sponsorship rights to international cricket matches played in India for the period of 2010-2013, with a bid amount of Rs 33.3 million per Test/ODI/Twenty20.
Airtel beat back bids from rival telco Idea Cellular, as well as mobile handset companies Micromax and Karbonn Mobiles in securing the rights. The base price for the sponsorship rights was Rs 20 million per match.
India is scheduled to host about 50 international fixtures between September 2010 and March 2013.
"Bharti Airtel has won the Series Sponsorship Rights for the period of 2010-2013 with a bid amount of ` 3.33 crores per Test/ODI/T20 International," BCCI Secretary N. Srinivasan said in a statement.
Commented Bharti Airtel Head - Brand & Media Mohit Beotra, "It gives us great pleasure to confirm that Bharti Airtel has won the Series Sponsorship Rights for the period of 2010 till 2013. Cricket is a game that the Indian masses and millions of sports lovers in other parts of the world are extremely passionate about.
"We believe that cricket as a sport truly represents the zeal and vigour that today's youth stands for, and are hence looking forward to Airtel's long term association with the game. Infact, keeping in mind the affinity of India and South Asia towards both cricket and Bollywood - we have identified these as key areas that Airtel as a brand will continue to associate with, in the future."
Earlier, the BCCI had invited bids from corporates for India's home series sponsorship rights in a bid to deal directly with sponsors instead of dealing with sports marketing companies following which 10 entities had bought the ITT document. However, only four entities namely Airtel, Idea, Micromax and Karbonn Mobiles had submitted the bid document at the end of the deadline 19 August. Each party had to submit its bid with a cheque of Rs 100 million.
Airtel is also locked in a five year commitment with Champions League as its title sponsor besides being one of the sponsors of Karnataka Premier League. The brand was in past also sponsoring the Indian national football team. It also has a mobile content deal with leading EPL club Manchester-United. Furthermore, the telco sponsors Delhi's elite race event, Delhi Half Marathon since past two years.
Recently, Airtel was pipped by Sahara Group for the Indian teams shirt sponsorship rights.
Courtesy: sportzpower.com
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