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The Board of Control for Cricket in India (BCCI) has recently issued a tender for interested parties to become title sponsors of Indian cricket teams including men’s, women’s and age group teams. Indian cricket teams are currently without a title sponsor, following the termination of their previous contract with ed-tech company BYJU’S.
The Board has invited bids from reputed organizations for securing the National Team Lead Sponsorship rights. BCCI secretary Jay Shah said in a statement, “The BCCI invites bids from reputed bodies for acquiring the lead sponsor rights of the national team.”
Interested parties are required to purchase the bidding document, which is available for a non-refundable fee of Rs. 5 lakhs with the deadline to buy the set on June 26.
As per the release, mere purchase of bid documents does not guarantee eligibility to bid. The interested parties must satisfy the eligibility criteria mentioned in the bid document as well as other terms and conditions specified therein. BCCI has also provided separate payment details for Indian and foreign bodies.
While entities that meet the financial criteria may be interested in applying, it is important to highlight that certain brand categories are prohibited from submitting bids. BCCI has released the list of banned brand categories for title sponsorship of Indian cricket teams.
Annexure B of the bidding document includes the following Restricted Brand Categories:
(A) Athleisure and sportswear manufacturer
(b) alcohol products
(c) betting
(d) cryptocurrency
(e) real money gaming (excluding fantasy sports gaming)
(f) tobacco
(g) Categories offensive to public morals like pornography
According to ICC rules, teams are prohibited from displaying the title sponsor on their chest – placement must be on either the right or left arm. Hence, there was no dearth of sponsors in the recently concluded WTC finals. For example, the Australian cricket team displayed the logo of their kit manufacturer, Asics, on the right hand side, while the logo of their title sponsor, Qantas Airlines, appeared on the left hand side. Meanwhile, the Indian cricket team put their kit sponsor Adidas on full display.
The next assignment for the Indian men’s team will be the tour of the West Indies. Hence, the BCCI would ideally like to have a title sponsor this month.
