Commercial Pitch For Cricket

Predictably, widespread television coverage has a lot to do with the rise in the level of domestic cricket sponsorship. R K Singh, managing director, ESPN (India), points out; Earlier the coverage given to domestic matches was abysmal. But unless we nurture the nursery of sports, how can we expect to have world class players? In 1994, ESPN pulled off a major coup by signing a contract worth millions of dollars with the Board of Cricket Control of India (BCCI). They now have the exclusive rights to telecast domestic and international cricket matches.

With heightened media visibility, corporates with fat wallets are now taking a greater interest in state level teams. This was well in evidence when the Delhi team locked horns with the Services at the Capitals Ferozeshah Kotla ground last week. Obviously, with the countrys attention riveted on the fate of our national heroes who are valiantly trying to wrest the Titan Cup from Hanse Cronje and his men not many spectators showed up. But the few cricket buffs who did, saw the match played with as much professionalism.

In a distinct departure from the past, bright red and white banners splashed with `Tissot fluttered in the light breeze, and the players sported T-shirts and caps bearing the Swiss watch companys logo. Tissot is the official sponsor for all three Delhi teams under 16, under 19 and the state level.

The handsome contract entitles the players to cricketing apparel and gear from official blazers, down to the pads completely free of cost. Says Sunil Dev, secretary of the Delhi Cricket Association, This will save each player as much as Rs 25,000. And if this is not lucrative enough, the Ranji team will receive a cash bumper of Rs 12 lakh this year. The amount will increase by 12 per cent every year, for as long as the contract stands. Tissot has also thrown in attractive incentives, such as expensive watches for outstanding performers.

Are corporate houses getting into the game only for selfish gains? Amrit Mathur, secretary, Sports Authority of India, observes, Companies which sponsor sports events and sportsmen are looking for mileage. But some of them are also genuinely interested in promoting sports. And this benefits them as much as the game, since they are able to project the right image. MRF typifies this healthy spirit their identity is completely based on sports, whether it is football, cricket or car rallies.

In the late 80s, MRF revolutionised cricket training by bringing in the legendary fast bowler, Dennis Lillee, as an instructor at its MRF Pace Foundation. And for this they reaped tremendous good will. There is nothing quite like cricket to endear corporates to Indian sports enthusiasts.

Realising this, those companies which cannot afford to sign contracts with top league players, are assiduously courting domestic teams. This also allows them to crow about their commitment to grassroots level sports.

Ajit Kumar, marketing manager of Mescos Group of Industries, which is sponsoring the Hyderabad cricket team, says, One can always do celebrity endorsements, but by doing so, you are not contributing to the sport. On the other hand, by sponsoring a state team we have the satisfaction of knowing that our money is going towards constructing the much needed infrastructure.

Kumar is referring to the amount 40 per cent of the total sponsorship that accrues to the Cricket Associations, according to BCCI guidelines. The players, who split the rest of the amount equally between themselves, are loath to share their booty. Manoj Prabhakar, captain of the Delhi team makes no bones about this. The associations make a lot of money through advertisements and hoardings in the stadium, which they dont share with us. Then, why must we share our money? he questions.

However the seasoned cricketer adds that things have improved dramatically since the time he began his innings. The money is very helpful for youngsters since it saves them the burden of having to look for other sources of income. Now, they can completely concentrate on the game. This is a win-win situation for both sides. Says Kumar, If one of our players does well, think of the kind of exposure that Mescos will get.

Few know that even before Reebok bowled over Mohammad Azharudin by paying him a whopping Rs 80 lakh, it made lucrative offers to state level teams. The global footwear giant, whose label is endorsed by superstars such as Michael Chang, Arantxa Sanchez, Moses Keptenui and Greg Norman, has apparel and kit contracts with little known cricketers from Karnataka and Punjab.

Elaborating on the companys strategy of associating with both big and small names, Siddarth Varma, general manager (marketing) says, Reebok is not a label that Azhar and Kumble wear on their trousers. For us, it is an endorsement from experts in the game. On the other hand, when we sponsor state level teams, our intention is to encourage the game. The reason: if sports grows, so does our business.

Although several leading cricketers endorse Reebok, the company has not been able to rope in Indias numero uno star, Sachin Tendulkar. Rues Varma, If wishes were horses, every one would be wearing Reebok. Wed love to have Sachin. But Reebok is also the official sponsor of the fancied Mumbai team. And for the Indian captain, there is no escaping the Reebok logo when he leads his state in the Ranji tournament.

Dev recalls how the Delhi Cricket Association was flooded with sponsorship offers when the teams Rs 9 lakh contract with Liberty Shoes fell through last year. Needless to say, Tissot was the highest bidder. With corporates falling over each other in their bid to increase their visibility on the sporting arena, it is obvious that cricket is not the only game being played out there.