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Pak Board mops up big bucks from cricket series

11-May-2004
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Pak Board mops up big bucks from cricket series

The cash-strapped Pakistan Cricket Board (PCB) has raked up in millions over the recently concluded Indo-Pak cricket series – which came up after an arid 14 years.

PCB has mopped up $21 million alone through the signing of sponsorship deals, as per data provided by the Board. These however, do not include the gate revenues and hospitality box sales.

A break-up of these revenues shows that Samsung was signed on for $4 million for the title sponsorship. Co-sponsorship from Hero Honda accounted for $1.491 million, while radio rights, in-stadia (unrestricted) rights sold to Nimbus Sports and restricted in-Stadia rights to MOMS, fetched $1,50,000, $1.3 million and $ 3,83,800 respectively.

While the revenue through sponsorship deals was to the tune of $7.2 million, balance was from TV rights to TEN Sports at $13.33 million. Even before the series started, PCB had $10 million guaranteed revenues out of television rights alone.

It is understood from sources that sale of tickets, hospitality boxes and vending rights could have brought in revenues to the tune of another $1.5 million for the Board.

While these are the revenues earned by PCB, advertisers and agencies also seem to be happy. Thanks to the ratings both for the ODIs as well as the three test matches, media planners are of the view that the ratings were in-general good and that has benefited the advertisers.

Media planners echo that these numbers for the ODI series are better than what television's top-rated programmes deliver, even if they are divided between two channels. For C&S audience, these ratings are impossible. In effect, the advertisers have gained substantially.

Yannik Colaco, Associate VP- Sales, Nimbus Sports, says: “The India-Pakistan series proved good for us from a business perspective. Few of our major clients such as Airtel, BSNL and Manekchand just to name a few got in-stadia visibility. Nimbus Sports was also instrumental in striking the co-sponsorship deal between PCB and Hero Honda and the mobile telephony rights to Hutch.

The series also proved beneficial for MOMS, the outdoor division of Madison, which entered the field of sports marketing for the first time with this series. As is known, it won the bid from the Pakistan Cricket Board for 40 per cent of the ground rights for all matches at all stadia with a restriction that the sites can be sold only to those brands, national or international available in Pakistan.

In spite of the restriction, MOMS managed to sell all the sites. Hyundai, ESPN-STAR Sports, Strepsils, Saridon, Montex, Maxell, Instaphone, Adidas, Dollar East Exchange Company, Metro Rice and National Aids Control Programme advertised on in-stadia signages.

Thus, the historic Indo-Pak series, despite all the initial fears proved to be good both for the Indian team as well as for the advertisers.

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