BCCI’s Money-Making Move Backfires

BCCI's chief selector Ajit Agarkar and secretary Devajit Saikia (R) & BCCI Logo (Source: AFP Photos)

The Board of Control for Cricket in India (BCCI) seems to be in deep trouble over the title sponsorship, for which it had set an August 13 deadline to submit bids. As Cricbuzz revealed, the BCCI had not found any suitable option to match its expectations.

The BCCI had set a base price of INR 4.85 crore per match for the title sponsorship for two years. During this period, they will play approximately 35 international matches: 13 T20Is, 12 ODIs and 10 Tests.

The asking price was 15.5 per cent higher than the existing value of INR 4.2 crore, which IDFC First Bank has been paying the BCCI since August 25, 2023 (INR 231 crore in total). They had a three-year agreement until August 2026, with 55 scheduled matches for India.

BCCI Turns To Plan B After Big-Money Move Flops

The Cricbuzz report further revealed that the BCCI, after seeing it did not have any suitable bidders, have started speaking to Google Gemini, Spinny and SBI Life, among other potential corporates.

They still have time to negotiate, as India’s first home series will be against West Indies, from September 27 onwards. There will be five T20Is and three ODIs when the Caribbean side will visit India next month.

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“For tendering purposes only, and without constituting any representation, warranty, commitment or minimum guarantee by BCCI, BCCI presently expects that it may host approximately 35 (thirty-five) Chargeable Matches during the Rights Period, subject always to the final schedule determined by the BCCI in its sole and absolute,” the BCCI published an ITT for title sponsorship.

As the current base price stands, BCCI would earn INR 171 crore in the next two years for the next two years. However, it will be higher than that if they sign a contract exceeding the base price they set.

BCCI To Set Sights On Associate Partner Rights After Title Sponsor

Once the title sponsor is finalised, the BCCI will turn their focus to Associate Partner Rights for events. There is a strict rule that the title sponsor and Associate Partners can be from the same sector.

The BCCI, India's highest cricket body, has already released a Request for Quotation (RFQ) for parties willing to purchase Associate Partner Rights. The deadline to submit the bid for that is August 25.

“The reserve price for the Rights for each Chargeable Match during the Rights Period is as follows: INR 95,00,000 (Indian Rupees Ninety-Five Lakhs only) per Chargeable Match,” a BCCI statement read, as quoted by Cricbuzz.

“In the event that the Brand/Product Category of the Associate Partner is cold beverages, the reserve price shall instead be INR 1,15,00,000 (Indian Rupees One Crore Fifteen Lakhs only) per Chargeable Match,” it added.

This is the first time the BCCI has released an RFQ for Associate Partner Rights.

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