IPL searching for title sponsor

With DLF severing ties with IPL after 5th edition, BCCI floats tender inviting new bids


With title sponsors DLF severing ties with the Indian Premier League (IPL), the Board of Control for Cricket in India (BCCI) on Monday floated tender notices to decide who will carry the mantle forward.

A senior BCCI official said that with the base price set at Rs 60 crore per year, Vodafone (already co-sponsors), Airtel, Pepsi and Coke are the frontrunners to win the bid for title sponsorship.

"The base price has been kept at ` 60 crore per year and the Invitation to Tender (ITT) can be obtained from the BCCI headquarters itself. At present Vodafone, Airtel, Pepsi and Coke look to be the frontrunners, but then there is time till November 21 and there could be an intense bidding process,” the official told MAIL TODAY. But he said that things could get a little tricky if Airtel end up winning the bid.

"Vodafone have made it clear that if any other telecom company comes on board, they will sever ties with the IPL. Being cosponsors already, this could be an issue for the board, if Airtel come up with the best bid,” he said.

DLF ended their association with the IPL in August citing their endeavour to promote other sports in the country.

"Sponsoring IPL over the last five years was a strategic decision wherein we wanted to establish our brand presence across India as the leading real estate player. We want to promote different sports for a good, clean and healthy living, which we do in all our townships,” DLF group executive director Rajeev Talwar had said.

IPL commissioner Rajeev Shukla said BCCI was confident they would get a better deal this time round.

"We have floated new tenders and are confident of signing a better deal this time round,” he told Mail Today. The board waited for the Deccan Chargers financial mess to be sorted out before floating tender notices to find a new title sponsor.

"Under this Invitation to Tender, the winning bidder will be granted the right to be title sponsor of the IPL for the five seasons from 2013 to 2017.

The title sponsor rights include a number of branding and other marketing benefits to be received by the title sponsor at every IPL match during the season as specifically outlined in the Invitation to Tender,” the tender notice issued by the board stated.

The notice also made it clear that companies which intend to sell off the rights after winning the bid are ineligible to apply in the first place.

"Bids may be submitted in respect of all product categories listed in the ITT. Only corporate entities, whether in India or abroad, which are interested in placing a bid for themselves and/ or their holding or subsidiary company(ies), for the purpose of the advertisement and promotion of their own brands within their primary product or services categories are eligible to participate in this tender process and to submit bids. For the sake of clarity, agencies intending to sell the rights to another corporate entity are not eligible to participate in this tender,” it said.

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