IndiaRetailBiz

Although most Indian companies, who badly burnt their fingers during the recently concluded world cup in the West Indies, are wary of sponsoring international cricket events involving India, there is one– the Kishore Biyani owned Future Group, which still sees value and is ready to take a fresh look at the same.

The Future group has signed a deal with the Board of Control For Cricket in India (BCCI), to exclusive sponsor the cricket matches that India, over the next two months, is slated to play against South Africa and Ireland in Ireland and Pakistan in Scotland. Future Group has agreed to pay the tender price of $600,000 per match, fixed by the Board.

The deal provides forty-odd brand of the Group, mostly owned through its flagship and India’s biggest listed retailing company Pantaloons, to create a strong and exclusive presence as it will now be able to solely leverage all opportunities of sponsorship and advertising provided by the event.

“We believe that cricket is here to stay. There is no other sport that can replace cricket in this country. This tournament should unearth stars of the future,” said Kishore Biyani, while unveiling the design of the Cup to called the ‘Future Cup.’

We are at the point where cricket is looking to the future. That is the philosophy of the Future Group. So it was a strong strategic fit. The BCCI is also focussing on youth, which is the same market that the Future Group targets.

Lalit Modi, Vice President, BCCI and brain behind the Board’s commercial initiatives, on the occassion said, “This is the first time that a corporate group has taken the complete commercial rights for a series and I thank the Future Group for their timely support.”