Over the next four years, BCCI would have earned an amount that is almost three times what Jet has put at stake to purchase Sahara Airlines.
MUMBAI: The surge is not just at the Dallal Street. The graph is heading northward at the Board of Control for Cricket in India (BCCI) too. Coffers of the BCCI are swelling at an unprecedented pace matched only by the sensex’s rise.
Over the next four years, the board would have earned an amount that is almost three times what Jet has put at stake to purchase Sahara Airlines and the revenues generated would match the worth of Rahul Bajaj - 20th richest businessman in India.
“One and a half billion”, says Lalit Modi. Rupees? “Dollars,” clarifies Indian cricket’s new marketing moghul. Converted into ruppes, that is an astronomical 7,000 crore. Modi is confident that is eminently achievable. For half of that is already in the coffers.
The board has raked in a whopping Rs 2,724 crore by selling the media rights for the next four years. What the previous body did for a similar period would amount to pocket change in comparison - a mere Rs 279 crore.
It is not just the media rights that has raked in big money for the BCCI. Team Pawar has explored new avenues to market the game. The board has signed a Rs 215-crore deal with Nike for kit sponsorship, a new and enterprising revenue earning avenue. There has also been a five-fold increase in the team sponsorship fee.
In contrast to Rs 80 cr that the previous body had signed for with Sahara, the new marketing committee has pocketed Rs 415 crore from the same sponsor.
Innovative again has been the BCCI’s plan to sell title sponsorship for series, ground sponsorship, archive rights and internet portal rights. Even the companies providing SMS alerts will have to shell out money to BCCI to provide the service. The board is set to make about Rs 2,700 crore from these rights.
That apart, money will pour in from off-shore matches. The BCCI sold on Friday the ground and title sponsorship of the two matches at Abu Dhabi to be held later this month for Rs eight crore a day. That is minus the television rights and a conservative estimate for a day of an India-Pakistan ODI would be not less than Rs 25 crore.
India are scheduled to play about 25 matches in the next five years - minimum five every year - at off shore venues where the Indian population is substantial. It means a minimum of Rs 625 crore and the fact that 15 of those will be against Pakistan is sure to swell that figure.
The board has got the go-ahead from the Pakistan Cricket Board to market the matches with the understanding that the revenue sharing will not necessarily be 50-50. “That is an unexplored area. We’ve not thought about it,” says IS Bindra, former president, clearly stating that PCB cannot ask for an equal share.
“The real worth of the board was never realised,” says N Srinivasan, the board treasurer.
- Rs 415 cr Team Sponsor
- Rs 215 cr Kit Sponsor
- Rs 2724cr Media rights
- Rs 3354 Total
- Rs 2700* cr from title sponsorship and ground sponsorship, SMS rights, Internet Portal Ads
- Rs 825* cr (Rs 625 for TV rights and Rs 200 cr from title and ground sponsorship) by marketing the off-shore matches (to be shared by another board)
* Expected revenue
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