Corporates fight shy of Indian team

By Our Special Correspondent

MUMBAI, MAY 12. The signs are clear that the Indian team is no more a marketable proposition. Corporate India is not really queuing up to sponsor the Indian team on which the Kolkata-based ITC Ltd. spent nearly Rs. 50 crore since 1993. It withdrew following a fiat by the Indian Government that sports events and teams should be free of sponsorships by tobacco companies. The order hit many sports including cricket. An immediate casualty was the Wills Trophy limited over tournament which the ITC Ltd. had supported since 1978. This tournament was not played in the recently concluded 2000-2001 season.

Much bigger in sum was the team sponsorship paid to the BCCI and the players as `logo' money. ITC Ltd., promoting its brand `Wills Sport', was paying BCCI Rs. 35 lakh for a Test and Rs. 30 lakh for a one-day International. The BCCI distributed 60 per cent to the players and retained the balance.

The BCCI had broken fresh ground last year by entering into an agreement with Virginia House, Kolkata. The increase in team sponsorship was considerable; from Rs. 22 lakh to Rs. 35 lakh and from Rs. 17. 50 lakh to Rs. 30 lakh. This agreement should have run till 2003.

At the Working Committee meeting in New Delhi some days ago a senior member told the BCCI that it must not sell the Indian team short. Obviously a handful of administrators felt that India's recent win against Australia would appeal to the Corporate world. It has not. Only a few companies and agencies representing companies responded to the BCCI's advertisement inviting tenders to sponsor the Indian team.

It's more than a fortnight since the Working Committee considered the bids. After the meeting in New Delhi, the BCCI President Mr. A.C. Muthiah said that four companies - Hero Honda, Gayatri Arts, Sporting Frontiers and 21st Century - have been shortlisted.

According to BCCI sources Hero Honda, which was the title sponsor of the N.K.P. Salve (Challenger series) limited over tournament in Chennai, has shown interest to sponsor the tournament (for five state teams, Board President's XI and the sponsor's team) that was being sponsored by Wills for 22 years.

It is understood that an offer by a top-of-the-line apparel company, which has agreed to pay 30 per cent more than what was being paid by `Wills Sport', is the only company actually being seriously considered by the BCCI and is waiting for approval from the marketing committee. The BCCI is short on time what with the Indian team scheduled to leave for Zimbabwe in a fortnight's time. Is there any option left for the marketing committee members?

The BCCI is on a good wicket with regard to title sponsorship of a home series and broadcasting rights. Pepsi pays it Rs. 85 lakh each for a Test and a one-day International while Prasar Bharati pays Rs. 46 crore for a minimum of 27 days of telecasting international cricket from India. ITC Ltd. was the BCCI's major partner for seven years. Its contract with the BCCI ended after the fifth and final one-day international against Australia in Goa. It would be nothing short of a lottery should the BCCI persuade another company to dole out Rs. 45 lakh for a Test and Rs. 40 lakh for a one-day International for three years.

Send this article to Friends by E-Mail

Section  : Sport
Previous : Hectic schedule planned for England in India
Next     : Stars of a brave new world