Digital payments brand Paytm has extended its partnership with the Board of Control for Cricket in India (BCCI) for four more years.
Under the deal, from 1 September 2019 to 31 March 2023, Paytm will act as the series title sponsor for all major cricket matches, domestic and international, played in India.
All national team Test, ODI and T20 series’ will be prefixed with the Paytm name. The domestic first-class cricket championship will continue be known as the Paytm Ranji Trophy.
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According to a BCCI statement, Paytm’s winning bid was priced at Rs 326.80 crore ($49.1m) over the course of contract. Paytm had won the same rights in 2015 for four years, at a bid price of Rs 203.28 crore ($30.5m).
The new contract’s per match value of Rs 3.80 crore ($532,000) is a 58 per cent increase on the per match value of Rs 2.4 crore ($361,000) under the previous deal, the BCCI said
Along with the designation as series title sponsor, the One97 Communications-owned Paytm gets sponsor branding of the series with the title sponsor logo, visibility in-stadium and broadcast sponsorship rights.