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    BCCI invites EoIs for Indian Premier League title sponsorship, sets August 18 deadline

    Synopsis

    The BCCI said it would "not be obliged" to award the rights to the bidder that indicated the willingness to pay the highest fee in the course of discussions with the board after submitting the EoI.

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    Mumbai: The Indian cricket board has invited expression of interest (EoI) for the title sponsorship rights of the Indian Premier League 2020, scheduled to kick off on September 19 in the UAE.

    Companies bidding for the deal must have an annual turnover of at least Rs 300 crore as per their last audited accounts, the Board of Control for Cricket in India (BCCI) said.

    "All the participants have to mail their letter of intent by August 14, and the board will share the criteria and other details," said a person at the BCCI with knowledge of the matter. "There is no base price and anyone can participate. Bids are to be submitted by August 18 and those received will be opened on the same day."

    The BCCI said it would "not be obliged" to award the rights to the bidder that indicated the willingness to pay the highest fee in the course of discussions with the board after submitting the EoI.

    "BCCI's decision in this regard will also depend on a number of other relevant factors, including the manner in which the third party intends to exploit the rights and the potential impact of the same on brand IPL as also the fan/viewer experience, which will be examined/ evaluated by BCCI in the course of discussions/negotiations with interested third parties who submit an EOI," the EoI invitation said.

    ET reported on August 8 that instead of floating a tender, which would have taken a long time, the BCCI would issue an EoI for the IPL title rights.

    Chinese smartphone manufacturer Vivo had picked up the title rights of the IPL till 2022 for Rs 2,190 crore. Vivo and the BCCI mutually agreed to suspend the deal for IPL 2020, with a clause to resume it next season, amid calls in India to boycott Chinese products and companies following the skirmishes along the border at Galwan in Ladakh.

    After that, the BCCI had reached out to top companies seeking their interest, even offering the deal at a 50% discount.

    People in the know said the board was expecting to close the deal at Rs 180-200 crore, after an initial offer of a 50% discount to companies such as the Tata Group, Reliance Industries and the Adani Group didn't generate much enthusiasm.

    "As of today, the Tata Group had not participated in the BCCI expression of interest since both sides couldn't agree on the terms. Tatas had sought a three-year term for the sponsorship," said a person in the know of the matter at the Tata Group.
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