THE INDIAN PREMIER LEAGUE (IPL)’s search for a new title sponsor will end in less than two weeks, Frontloaded has learnt, after it was confirmed that the winning bidder for the vacancy will be announced almost immediately after the submission deadline closes on November 21.
Having released an invitation to tender on October 27, the Board of Control of Cricket in India (BCCI) – the organiser and rights holder of the tournament – has given potential sponsors a four-week window to submit sponsorship bids for a new five-year deal beginning in 2013.
With a base price of 60 crore ($11.2m) per year, the BCCI is hopeful of securing a more lucrative deal than the contract signed by DLF, which saw the inaugural title sponsor paying 50 crore ($9.3m) per year.
It is understood that the BCCI will adopt a straightforward ‘highest bidder wins’ selection process where possible, but there are additional circumstances to be considered in light of the brands reported to be at the forefront of the race for the sponsorship rights.
According to Indian media sources, Pepsi, Coca-Cola, Bharti Airtel and Vodafone are among the favourites to assume the role but, should Airtel or any other rival telecommunications provider submit the highest bid, Vodafone has vowed to end its existing relationship with the IPL as a current second tier sponsor.
However, Frontloaded has also learnt that Airtel is unlikely to emerge as the new title sponsor on account of the inflated price of the sponsorship, while a host of other Indian brands may have a more serious interest in the property.
Hero Motors, for instance, is said to be looking for a major national platform to market its brand after separating from Honda and has been very active in sports marketing in its home market, particularly in cricket.
Other Indian telecommunications companies, namely Micromax and Idea, may also consider a bid while Sahara – India's biggest conglomerate – is unlikely to participate in the bidding process unless there is very little interest from other parties.
The sixth edition of the tournament is scheduled to begin next April.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG