PCB earns 300 million rupees from home series

Published: Saturday, August 20, 2005, 23:53 [IST]
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Karachi:The marketing men of the Pakistan Cricket Board (PCB) have managed to earn revenue worth just over 300 million rupees from the sale of title rights, advertising and sponsorship revenue in international home series since 2000.

According to figures available with this correspondent, this total figure would appear very impressive if not for the fact that the just above Rs 300 million includes a sponsorship bonanza of over Rs 220 million from last years home series against India itself.

Which means that since the February-March 2000 series against Sri Lanka, the board has earned approximately 81 million rupees from eight other series including the forthcoming home series against England in November-December.

However, a senior official of the board defended the performance of the marketing people in the tenure of Shaharyar Khan that began in December 2003.

As he pointed out that with cricket facing a lot of competition from the music and fashion industry and other sports for sponsorship and advertising revenues, the board had not done badly to earn nearly 240 million rupees in three home series including the coming one against England.

"It is not a bad effort because sponsors are now not so easily convinced to enter into title rights or other sponsorship or advertising deals with the board and are more inclined to directly negotiate with the television producers and broadcasters for prime airtime," he added.

He pointed out that the coming series against England had been sold for Rs 15 million to Bank Al-Falah which was not a bad effort since sponsors were also keen to keep a budget for the series against India that follows in January-February and the Asia Cup.

"It is a packed season so naturally sponsors have a chance to pick and choose and naturally they go for India."

Interestingly, when England last toured Pakistan in November-December 2000, the board then under Lt General (retd) Tauqir Zia earned Rs 12.8 million. So an increase of just Rs 22 lakhs is not an impressive one in five years' time.

A market analyst however made it clear that the board should not expect to reap the same financial bonanza that it did last year when India toured Pakistan.

"When India tours Pakistan in January next year the board will not get the same offers or bids which it did last year. Because the novelty of an Indo-Pak match has worn off with regular cricket between the two teams in the last one-year and also because there has to be a saturation point for cricket sponsorship and advertising in the market in a year."

He pointed out that even the Indian board had not earned what it anticipated from hosting Pakistan in March-April this year.

However, the good news for the cricket fans, players and board is that except for the Rs 220 million earned against India the other figures do not include the earnings from sale of television rights which is a strong source of income for the board.

The break-up of the money earned from sale of title sponsorship and advertising rights since 2000:February-March 2000 v Sri Lanka. Rs 12.8 million. November-December 2000 v England. Rs 12.8 million. April-May 2002 v New Zealand. Rs 7.5 million. August-September v Bangladesh. Rs 4.75 million. October-November 2003 v South Africa. Rs 11.5 million. Nov-Dec 2003 v New Zealand. Rs 7 million. March-April 2004 v India. Rs 227 million (including television rights). Sept-Oct 2004 v Sri Lanka/Zimbabwe. Rs 9.4 million.

It is to be noted that the home series against West Indies and Australia in 2002 were shifted and played at neutral venues. Their earnings are not included in the above list.

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