Leading international sports marketing agency, Nimbus Sport, has inked a deal with the Asian Cricket Council, whereby commercial rights to the Afro-Asia Cup Cricket tournaments of three consecutive years, starting from 2005 to 2007, have been assigned to Nimbus.
The production of the tournament for the first year, that is 2005, will be handled by SuperSport, while Nimbus will be managing the commercial rights as also the production of the tournaments for the next two years.
Jointly organised by the Asian Cricket Council and the African Cricket Association, the inaugural edition of the tournament will be held in South Africa from August 17 to 21.
The 2006 tournament will be held in Asia, while Africa will be the venue for the 2007 tournament. All the three Afro-Asia Cups will consist of three one-day internationals, each played as day-night games between Asia and Africa, with the teams being drawn from the best players of the respective continents.
As far as the sponsorships for the tournaments are concerned, Nimbus Sports have inked deals with four main sectors – oil and lubricants, consumer goods, telecom, and FMCG. The tournament will have one title sponsor out of these and two associate sponsors.
Satish Menon, President, Nimbus Sport, informed that negotiations were still on, and the finalisation process would take place next week. About the amount, Menon said, “The floor price is over $5 million for the next three years for title sponsorship alone.”
Nimbus shall also be the host broadcaster for the 2006 and 2007 tournaments. Jagmohan Dalmiya, President of the Asian Cricket Council, said, “The Afro-Asia Cup will bring together the best players from Africa and Asia in a highly competitive tournament. At stake is the title of champion continent. Our choice of Nimbus Sport as commercial partner was determined not just by their financial offer, but also by their record in consistently performing to their proven abilities.”
Nimbus Sport has plans to introduce several television licensing innovations with the Afro-Asia Cup.
Harish Thawani, Chairman, Nimbus Sports said, “Sporting competition is about the balance between innovation and tradition, and we expect fans to be enthused by this clash of titans. We have already had unprecedented interest from broadcasters and sponsors and will announce major partnerships as early as next week.”
Nimbus Sport has recently bagged the commercial and marketing rights of the A1 Grand Prix, Asian Bowling Tour, and soon expects to announce two major long-term deals in golf and football.