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Nike beats Adidas, Reebok in race to dress and pad up the Men in Blue

24-December-2005
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Nike beats Adidas, Reebok in race to dress and pad up the Men in Blue

Close on the heels of awarding Sahara India Pariwar sponsorship rights for the Indian cricket team, the Board for Control of Cricket in India (BCCI) has awarded Nike the rights for the official kit sponsorship for approximately Rs 200 crore till 2010. Nike beat Adidas and Reebok, who were also in the race for the sponsorship deal.

In what can be called the first sponsorship deal for BCCI, Nike will now be able to brand the non-leading arm of the cricketers and enjoy being the official licensee for apparel merchandise for the board.

The Nike-sponsored kit will include travel gear, head gear, T-shirts, caps, socks, sunglasses and wristbands. Nike will also market replicas of the Indian team kit through its distribution network in India and abroad.

“The rights went to Nike because they were the highest bidders. Apart from the financials associated with these rights, what is important is that good quality clothing will be available not only for the national team, but for the national junior teams as well,” said Prof R S Shetty, Executive Secretary Incharge, BCCI.

It is estimated that Adidas’ bid amounted close to Rs 127.5 crore, while Reebok had bid Rs 119.4 crore. This period covers 190 match days.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.