The Board of Control for Cricket in India has awarded the sponsorship rights to the national team for the period spanning January 1, 2014 through March 2017 to Star India – a move that further strengthens the media group’s presence in Indian cricket.
The Times of India newspaper said that the deal, which encompasses rights to all BCCI, Asian Cricket Council and International Cricket Council events, is worth Rs19.2m (€230,000/$312,000) per game. Star’s role as official team sponsor includes the ability to display a commercial logo on the kit of the senior men’s team, the U-19 men’s team, the men’s A-team and the women’s team.
In a statement, the BCCI said seven bidders replied to a tender that was issued on November 11. The board said Star’s bid was chosen after a rival offer from incumbent rights-holder Sahara was “found to be ineligible.” Sanjay Patel, honorary secretary of the BCCI, said: “Star has a deep understanding of the game of cricket, and what it means to the nation.” Business conglomerate Sahara has been the main sponsor of Indian cricket for 13 years and signed a renewed agreement with the governing body through to the end of 2013 in July 2010. It is currently said to pay Rs33.4m per game for its sponsorship rights and had not been expected to renew its deal after announcing in May it would not seek an extension amid numerous concerns surrounding the BCCI’s governance.
The Times of India added that Sony, drinks company UB Group, telecommunications firm Airtel and the World Sport Group and Games Unlimited agencies were also in contention for the new contract. The BCCI in October awarded the title sponsorship rights for all international series and domestic tournaments to be played in India during the 2013-14 season to Star and ESPN Software India.
This deal runs from October 2013 to March 2014 and was awarded at the base price of Rs20m per international game. The BCCI had issued a tender for the rights after Airtel opted against renewing its title sponsorship agreement. News Corp’s Indian subsidiary Star also holds the worldwide media rights for all India national team Test, One-Day International and Twenty20 matches held in the country, as well as some domestic tournaments, under a six-year deal running from 2012-13 to 2017-18.