The marketing committee of the Board of Control for Cricket in India has called a meeting for today after telecommunications operator Airtel opted against renewing its title sponsorship agreement for domestic series.
In September 2010, Airtel took up the role of series sponsor for all international and domestic matches played in India through to the end of March 2013 at a cost of Rs33.3m (€397,000/$540,000) per match.
The Press Trust of India news agency said Airtel was given a three-month grace period to renew its existing deal but now the BCCI’s marketing committee will issue a tender process for the designation.
Along with its title sponsorship, Airtel also benefitted from on-stump branding and stadium advertising.