Thatscricket - News - Sahara to pay $ 21 mn to sponsor Indian team
Published: Friday, June 1, 2001, 23:53 [IST]
Copyright AFP 2001
TWI emerges sponsor of Indian cricket
Post your views
New Delhi: One of India's leading business conglomerates will pay a record $ 21 million over three years to sponsor the national cricket team, newspapers reported on Friday.Sahara India, better known in the cricket world as sponsors of the now defunct One-day series between India and Pakistan in Toronto, Canada, beat a strong field to win the bid, the reports said.Sahara's bid was 49 per cent more than ITC Limited, the previous sponsors of Indian cricket, and the highest ever to be paid a sporting team in the sub-continent.ITC Limited withdrew its sponsorship after a government regulation banning tobacco sponsorship earlier this year.Sahara, whose major businesses include airlines, media and real restate, beat food majors Nestle and Britannia to sign up with Trans World International (TWI), the marketing company who earlier this month won the right to find a sponsor for the cricket team.Sahara will not only display its logo on the shirts, kit bags and track suits of the cricketers, but also use up to six players to advertise its products, the reports said.Two business dailies quoted Sahara sources as saying sponsorship of the cricket team was "a matter of national pride" for the company.Indian cricketers, particularly master batsman Sachin Tendulkar, attract a huge fan following in India and around the world, while millions watch the country's most popular sport on television.Sahara's sponsorship will start in July when the Indian team tours Sri Lanka for three Tests and a Limited Overs triangular series also featuring New Zealand.TWI officials declined to comment on the reports, saying a formal announcement would be made in a few days.