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Mumbai: The Board of Control for Cricket in India (BCCI) was counting its chickens well before a single ball was bowled at the third season of the Indian Premier League (IPL), thanks to a scrum of brands rushing to cricket's greatest spectacle.
Regardless of the T20 tournament's ability to keep the crowd interest going, the world's richest cricketing body is learnt to be richer by nearly Rs 750 crore, up 25% from last year, after sewing up a raft of deals.
For instance, three-year deals with internet giant Google and general entertainment channel Colors inked in January are worth at least Rs 80 crore and Rs 100 crore, respectively, say people from the media and entertainment space.
IPL also bagged sponsorship deals with Swiss watch brand Banderlier, Karbonn Mobiles, Indiagames, Maxx Mobile, V Rock Mobile and Global Cricket Ventures for merchandising, which collectively are worth at least Rs 125 crore an year.
Tyre company MRF too joined the IPL brandwagon by sponsoring the blimp, a balloon that floats over the stadium, in a deal said to be worth Rs 15 crore a year. Brand clutter could play spoilsport
Currently, the broadcasting rights and central sponsorship earnings are shared with the eight teams, with IPL keeping 20% of the broadcasting money and 40% of the central sponsorship pool. Multi Screen Media, the owner of SET Max, along with World Sports Group paid around Rs 8,200 crore for exclusive broadcasting rights for nine years after the deal was renegotiated during the last season.
