Kolkata, Sept 06: The cricket board today broke new ground in sports sponsorship in India by signing a three-year contract with a consortium of sponsors comprising Pepsi, Videocon International and TVS Motor Company. Board President Jagmohan Dalmiya told newspersons that the agreement, which renewed the three-year contract with Pepsi and brought in two other companies, would be valid till May 31, 2006. As per the agreement, Videocon would be the title sponsor of the upcoming test series between India and New Zealand in October, while TVS would sponsor the triangular series featuring the two nations alongwith Australia to be played during October-November, Dalmiya said. Asked about non-inclusion of Hero Honda and LG in the consortium, he said the board was holding discussions with these two companies but has 'put on hold' any agreement with them till arriving at a conclusion. Dalmiya said that BCCI, keeping in mind the changing scenario in sports sponsorship, entered into contract with a consortium for the first time.


"A time is coming, when single sponsorship in all sports will be taken over by consortium sponsorship," he said.
Bureau Report