In a significant deal, Singapore-based sports marketing firm World Sport Group has announced that it has secured the ground and title naming rights from the BCCI for 55 cricket matches, worth $50 million, until 2010.
This win by World Sport Group is the largest on-ground rights deal ever in the history of sport in India. The rights include on-ground branding: stumps, ground mats, perimetre boards; title naming rights for the series; man of the match; man of the series, etc. The other companies in the fray for the deal were Percept, 21st Century Media and Nimbus.
Commenting on the win, Seamus O Brien, Chairman, World Sport Group, said, “In continuation of WSG’s unflinching commitment towards sports in Asia, we are delighted to be associated with the BCCI and cricket, a sure shot method of connecting with the consumers in India for leading brands across various categories.”
The fundamental difference in our position versus winning the ICC rights is having India play in all the matches and therefore a higher value to Indian sponsors.”
“We have a great line-up of series during this period with the Australian team visiting every year, an India-Pakistan ODI and Test Series at the end of the year, and South Africa visiting twice over three years. Advertisers associated with the current on-ground sponsorship will leverage the sport better,” added Nair.