The Kishore Biyani owned Future Group, which soon after the Indian cricket team’s ignominious defeat in the one day cricket world cup in West Indies had sponsored the team’s matches among others in Ireland (against South Africa) and in England (against Pakistan) under “Future Cup” brand.
Biyanis have decided to make cricket an important vehicle of promotional strategy in the coming years.
It has entered into a three-year broadcast sponsorship contract with Neo Sports and Neo Sports Plus channels, who own BCCI’s sponsorship rights to telecast Indian team’s cricket matches. Neo channels owned by Nimbus communications were launched earlier this year.
“In a highly fragmented TV sector, cricket and sports stand out as the one vehicle that delivers a pan-Indian audience and a strong emotional connect with the brands that associate with cricket,” said Kishore Biyani, Chief Executive Officer of the Future Group.
The Indian team’s seven matches ODI “Future Cup” series with Australia to be played in India will commence from 29th September, 2007.
The series coming close on the heels of Indian team’s historic victory in the recently concluded Twenty20 world cup in South Africa is expected to generate lot of excitement among cricket enthusiasts in the country.
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