Airtel bags Sponsorship rights of Home Series for 3 years

The sponsorship right for advertizing in all International Home series played by the Indian cricket team has been bagged by telecommunication giant Bharati Airtel on Friday for three years.

Under this right, Airtel can advertize itself in all the three formats of match. The bidding closed on company’s high voice of 3.33 crores per Test/ODI/20-20. The company won this race from other big brands like Idea and Aircel and firms like Future Group, Hero Honda and Micromax who were running for the sponsorship rights.

The bids were opened here Friday at a meeting of the Board of Control for Cricket in India’s (BCCI) marketing committee in Mumbai. The minimum bid price set by the board was Rs 2 crore ($428,815) per match. Airtel won the rights from sports management firm World Sports Group (WSG), which was not permitted to submit bids this time and as a part of the deal the company will be allowed to put its logo on Grounds and on the stumps so as to popularize its brand.

As per statistics provided by BCCI, India is likely to play around 50 matches all together within the tenure of three years which puts a total value of the deal at approximately Rs. 165 crores.

It is the first time international cricket in India will have a regular tournament and series sponsor, like England does with nPower or Australia with Vodafone. Along with this it has been reported that Airtel is also the lead sponsor of Champions league having paid a lump sum amount of Rs 170 crores.

Earlier the company lost to Sahara Group when it bid for the rights to sponsor the Indian team.

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