Star TV has replaced Bharti Airtel as the official sponsors of the Board of Control for Cricket in India.
Airtel was roped in as a sponsor in 2010 for all international and domestic matches scheduled in India. The three-year contract, running from September 1, 2010 to March 31, 2013, was worth Rs 3.33 crore for each international fixture. Airtel were also allowed branding on stumps and fixed slots for inside-stadium advertising as part of the deal.
Star TV has bagged the rights for international matches at home till March 2014. They will pay at the base price of Rs 2 crore per fixture.
According to the BCCI, companies had the option of bidding for either the series between India and Australia, or the series between India and the West Indies, or both. The BCCI’s marketing committee in Mumbai on Thursday awarded the title sponsorship rights to Star and ESPN Software India Private Limited. Star are already the BCCI’s broadcast partners. According to media reports, mobile handset manufacturer Micromax was the only other bidder.
Star TV already holds a six-year broadcast and digital rights deal for all international and domestic matches. The deal is valued at Rs 3,851 crore.
Extracts from NDTV