Cricket sponsorship touches new low as Star, ESPN get title rights at throwaway price

04 Oct,2013

By A Correspondent


Star India and ESPN Software India Pvt Ltd (ESIPL) have won the BCCI title sponsorship rights for all the BCCI international and domestic matches for the period October 2013 to April 30, 2014.


There are 13 international fixtures in all by way of the two international series scheduled during the season – the seven-match ODI series and a T20 game between India and Australia, followed by two Tests and three ODIs against the West Indies. The sponsorship rights will extend to BCCI’s domestic events such as Irani Cup, Ranji Trophy, Duleep Trophy, Vijay Hazare, Deodhar Trophy and the Raj Singh Dungarpur Trophy.


Vijay Rajput

Speaking on the occasion, Vijay Rajput, Chief Operating Officer, ESPN Software India Pvt Ltd, said, “We are delighted with the outcome. BCCI’s title sponsorship offers immense value especially with the prospect of India taking on strong teams like Australia and West Indies at home during the festive season. It offers a unique opportunity of extending the brand proposition of our network to sports fans across the country in a radically new manner.”


Star India COO, Sanjay Gupta said, “We are delighted to extend our relationship with BCCI. This will help Star India strengthen its connect with its loyal viewers as well as help the network reach out to newer audiences.”


Sanjay Gupta

Earlier, the Marketing Committee of the BCCI met at the Cricket Centre, Mumbai, on Thursday (Oct 3) to receive the bids made for Title Sponsorship of International Series and Domestic Tournaments to be played in India in the 2013-14 season. Bidders had the option of bidding for either the series between India and Australia or the series between India and the West Indies or both.


The Marketing Committee has awarded the Title Sponsorship Rights for all series to be played in India in the 2013-14 season to Star India Pvt. Ltd and ESPN Software India Pvt. Ltd, at a fee of Rs 2 crore per international match, said a communiqué signed by Sanjay Patel, Honorary Secretary of the Board.


It may be noted that the amount is around 40% lesser than what Airtel paid last for title sponsorship. Mobile device company Micromax is had evinced interest in the bid for the 13 international matches and a slew of domestic tournaments, but is said to have opted out in the final round.


Sports media observers believe that it’s too early to say that this should be considered a correction in the cricket sponsorship rates. A lot depends on how India performs against both Australia and West Indies, a senior marketer told MxMIndia.


Since Star is already airing the matches, is there any point in the title sponsorship? “It’s already paying Rs 38-40 crore for each match’s telecast. Now for an incremental Rs 2 crore, it’s getting it all. If it works for Star, don’t be surprised if this is how rights will be sold in future,” said the senior marketer who chose to be anonymous.


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One response to “Cricket sponsorship touches new low as Star, ESPN get title rights at throwaway price”

  1. Guest says:

    No one should be surprised, given the state of the economy. Apparently, even the donations received at Tirupati are down !