It may sound surprising that the Board of Control for Cricket in India (BCCI) is struggling to find a title sponsor for the Indian cricket team’s home matches, but that is currently the case. The issue, however, is not a lack of interest in Indian cricket. Instead, the steep asking price for the sponsorship rights appears to be discouraging potential buyers.
BCCI invited bids for the title sponsorship rights, with August 13 set as the deadline for submissions. However, the board either received no bids or did not get offers that matched its expectations.
The tender process began on July 20, when BCCI issued its Invitation to Tender (ITT). Interested parties had until August 4 to purchase the tender documents, while August 5 was the deadline for submitting requests for clarification.
The board is reportedly still in discussions with several potential sponsors. Google Gemini is among the brands said to be involved in talks, while Spinny and SBI Life are also reportedly exploring the opportunity.
High Base Price Becomes Major Hurdle
The sponsorship rights were previously held by IDFC First Bank, which paid ₹4.2 crore per match. For the new cycle, however, the BCCI has increased the base price to ₹4.75 crore per match. This higher valuation is believed to be one of the key reasons potential sponsors have been reluctant to commit.
The new agreement is expected to run for two years, compared with the three-year deal secured by IDFC First Bank in 2023. The BCCI has estimated that around 35 matches could fall under the sponsorship period.
According to a report by Cricbuzz, BCCI has projected approximately 35 chargeable matches during the rights period, although the final number will depend on the schedule eventually approved by the board.
Several companies have nevertheless shown interest in exploring the property. The ITT documents reportedly carried a non-refundable fee of ₹1 lakh, with GroupM, ITW and Sporty Solutions among those said to have purchased the tender documents.
For now, BCCI continues to negotiate with prospective sponsors as it looks to finalise a title sponsor for India’s home international matches.
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