Oct 2, 2023
In the wake of India’s liberalisation in the early 1990s, Wills emerged as the first official sponsor of the Indian men’s cricket team. Their influence was so significant that they sponsored the entire Cricket World Cup in 1996, marking a milestone in cricket history.
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As surrogate advertising rules tightened, Wills was compelled to end its association with the Indian cricket team. Despite offering genuine clothing and having numerous retail stores, they had to step back, leaving an untarnished legacy behind.
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Sahara was the longest-running sponsor of the Indian cricket team, from 2001 to 2013. It paid a whopping Rs 3.34 crore per match to the BCCI. However, it faced legal troubles and financial losses, and eventually withdrew from cricket sponsorship.
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After Sahara, Star India became the new sponsor of the Indian cricket team in 2014. It paid Rs 1.92 crore per match to the BCCI. However, it did not renew its contract after 2017, as it shifted its focus to digital platforms and IPL broadcasting.
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OPPO, a Chinese smartphone brand, took over the sponsorship of the Indian cricket team in 2017. It paid a staggering Rs 4.61 crore per match to the BCCI. However, it faced backlash from Indian consumers due to the border tensions with China.
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In 2019, OPPO decided to exit the sponsorship deal midway and transferred it to BYJU'S. BYJU’S agreed to pay the same amount as OPPO to the BCCI. However, it also faced challenges due to the economic slowdown and regulatory issues.
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In 2020, BYJU'S decided to end its sponsorship of the Indian cricket team before its contract expired in 2022. It cited financial constraints and lack of visibility as the reasons for its decision. It also wanted to focus on other sports like football and chess.
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Dream 11, a fantasy sports platform, made a grand entry into the sponsorship realm. They secured title sponsorship rights for the Indian Premier League (IPL) and jersey sponsorship rights for the Indian cricket team, marking a new era in sports sponsorship.
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The introduction of a 28% Goods and Services Tax (GST) on fantasy sports platforms has cast a shadow over Dream 11’s future as a sponsor. This financial hurdle may influence their ability to maintain their sponsorship commitment to the Indian cricket team.
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