The huge reduction in the base price seems to have stemmed from BCCI's lack of confidence in getting enough bidders at a higher base price.
However, the board officials rejected this assumption. "This is a move to attract more sponsors when the bidding happens but the team logo sponsorship is not being under-valued at all," a top BCCI official told TOI on Wednesday.
BCCI floated the tender after Sahara decided against continuing with the team's sponsorship after December 31, 2013. The logo rights include the right to be called the 'Official Team Sponsor' and to display a commercial logo on the team clothing of the senior cricket team, the U-19 men's team, the men's A-team and the women's team,"
In 2010 when the sponsorship tenders were floated under the aegis of then IPL commissioner Lalit Modi, the base price amount was Rs 3 crore per match. To everyone's disappointment, sponsors stayed away, citing the high base price.
BCCI intervened and the price was slashed to Rs 2.5 core. Sahara (Rs 3.34 crore) outbid Airtel (Rs 2.89 crore) to win the sponsorship. Three years down the line, the base price has further been slashed by a crore.
Way back in 2006, several companies had bid for the team's sponsorship and Sahara had triumphed beating Idea Cellular, Reliance Infocomm and Indian Oil Corp to the post.
The base price then was Rs 1 crore for a Test and Rs 90 lakh for an ODI. After winning the bid, Sahara had paid Rs 2.08 lakh for an ODI and Rs 1.90 crore for every Test match.
Till 2010, BCCI had different rates for different formats. But the moment, the rates became the same for every format of the game, Sahara got an extra logo on the back of players' jerseys along with the chest branding in T20 matches.
The current drop in team sponsorship logo's base price comes just two months after BCCI struggled to get bidders for title sponsorship rights of India's international matches to be played at home. Star Sports finally bought the rights for Rs 2 crore every match, Rs 1.3 crore less than what Airtel was paying BCCI earlier.
With the current tender documents up for sale at the BCCI headquarters from November 11 for Rs 2 lakh, the board is hoping to attract more bidders and more money than it did in 2010.
Losing value?
1. 2006-2010: Base price for a Test: 1 crore; for an ODI: Rs 90 lakh
2. 2010-2013: Base price per match, regardless of the format: Rs 2.5 crore
3. Nov, 2013 (Base price Rs 1.5 crore per match)
4. Sahara paid Rs 3.34 crore per ODI, Test and T20 match from 2010 to 2013
5. Between 2006-2010, Sahara paid 2.08 crore per ODI and Rs 1.90 crore per Test
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