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BCCI ropes in Dream11, ACC Cement, Hyundai as official sponsors for next four years

At Rs 2.59 crore per match, the three sponsors will cough up 73% more than previous cycle

, ET Bureau|
Aug 23, 2019, 10.15 PM IST
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BCCL
BCCI-BCCL
BCCI had disqualified PepsiCo from bidding after the beverage maker failed to submit expression of interest within the deadline on August 22.
MUMBAI: The Board of Control for Cricket in India (BCCI) has signed three official partners – two new and retained one from last year -- for the next four year cycle at a 72.67% premium to previous contract.

The board on Friday opened the bids from 10 companies, and named fantasy gaming company Dream11, cement company ACC and its brand Ambuja, and previous cycle’s official partner Hyundai Motor Company as the three winners.

Together the three companies will pay Rs 2.59 crore per match under the new rights cycle – September 1st, 2019 till March 31st, 2023.

The base price for the rights was set at Rs 65 lakh per sponsor.

In the previous cycle, Hyundai, PepsiCo and Jana Bank were official sponsors, paying a total of Rs 1.5 crore per match.

There are 86 international matches scheduled during the rights cycle.

BCCI had disqualified PepsiCo from bidding after the beverage maker failed to submit expression of interest within the deadline on August 22.

Earlier this week, Paytm had retained the title sponsorship for the next rights cycle at a 58% premium at Rs 3.8 crore per match (from Rs 2.4 crore per match in current cycle). Apart from aytm, Dream11 was the only other company, which also bid for the title rights.

GroupM advised Paytm and ACC in their bidding this time, taking almost 71% share of the cricketing sponsorships.

“Earlier this year in ESP’s annual trends report we predicted that cricket would dominate the media and mind measure in 2019 and with such start to the new cricketing season we believe that this will only grow and improve over the next few months and years to come,” said Vinit Karnik, Business Head of ESP Properties, a division of GroupM.

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