E-commerce entity Paytm, owned by One97 Communication, on Thursday won the Board of Control for Cricket in India (BCCI)’s title sponsorship rights for four years for Rs 203 crore, or Rs 2.42 crore per match.
The rights are for India's domestic and international cricket matches at home. The bidding was opened in the meeting of the BCCI marketing committee held in New Delhi on Thursday.
The rights include sponsor branding of series with the title sponsor logo, designation as the title sponsor of the series, visibility at the stadium, and broadcast sponsorship rights.
Honorary Secretary of the BCCI, Anurag Thakur said, “We are elated to have Paytm as our homes series title sponsors. They are one of the new generation companies and we are delighted to partner with them. Having them for next four years gives the stability and continuity to Indian cricket.? ?With nearly 84 matches scheduled over the next 4 years with all major countries playing in India we are hopeful that Paytm will be able to build a strong and strategic association with Cricket. We are also happy that the realisation has increased by 20 per cent. It augurs well for Indian cricket. I am thankful to Paytm for their interest and faith in Indian Cricket and welcome them on board.”
The incumbent title sponsor was handset maker Micromax, which paid Rs 2.2 crore per match (since August 2014). Before Micromax, there was STAR India, October 2013 to July 2014, Rs 2 crore per match.
The base price for the bidding was Rs 1.7 crore, Rs 30 lakh less than the base price for the last two bidding events. A source said, “In 2013 and 2014, the duration of the title sponsorship rights was less. This time, it’s a longer duration. Hence, the matches and the base price are more.”
Paytm’s association as title sponsor will kick off with South Africa’s tour of India, which starts in end-September.
Paytm’s bid (Rs 2.42 crore per match) is 42 per cent higher than the base price (Rs 1.7 crore). The past two sponsorship rights did not see this kind of bidding. Micromax paid Rs 2.02 crore per match on a base price of Rs 2 crore. STAR India had bought the rights at Rs 2 crore per match on a base price of Rs 2 crore.
Paytm’s spend per match is lower than Airtel’s, which forked Rs 3.33 crore per match from September 2010 to March 2013.
Vijay Shekhar Sharma, founder and CEO of Paytm, said, “Cricket is the dream sport for us in India. Cricket epitomises the Paytm values of passion, hard work and team effort. We are very happy to partner with the BCCI and cheer for Indian cricket with millions of fans. Over the next 4 years, we will continue to invest strongly in cricket and other sports. As a growing brand which has big plans for a billion strong Indians, there is no better platform than cricket in India.”
The sponsorship deal also marks a milestone for in the industry since it was for the first time that a media agency concluded the deal. Maxus, a media agency and GroupM ESP collaborated and won the sponsorship rights for PayTM.
Kartik Sharma, Managing Director, Maxus South Asia said, “We are extremely happy for partnering with PayTM, and helping them win the BCCI rights. Until now cricket has been dominated by other mature categories and this is the first time an ecommerce brand will be using the platform to connect and engage with its consumer base.”
BCCI Title Sponsors Since 2010
|Sponsor||Duration||Fee per match|
|Paytm||2015-2019||Rs 2.42 crore|
|Micromax||2014- 2015||Rs 2.02 crore|
|Star India||2013-2014||Rs 2 crore|
|Airtel||2010-2013||Rs 3.3 crore|