Cricket story by Vinnie Mitchell, Mon, 26 Dec 2005 07:04:00 GMT


MUMBAI, India - Nike has won the right to sponsor the Indian cricket team's kit. The Board of Cricket Control in India announced that the deal was worth £25 million over a five-year period.

The shirt sponsorship itself is worth $27.2 million each year. Adidas, Reebok and Slazenger were also in the race, but the Oregon-based Nike walked away with the plum contract. This makes Team India richer than Juventus, Chelsea, Manchester United and Real Madrid in terms of the sponsorship deals.

Commenting on the deal, BCCI vice-president Lalit Modi said, “The aim was to maximize the gains from the game for the benefit of the game. The BCCI is looking at exploring new sources of revenue and would soon open itself to product merchandising, ground sponsorship and other licensing as part of its strategy to market the game."

Nike's deal follows earlier deals with Air Sahara as the team's principal sponsor. The four-year deal with Sahara is valued at £40 million. Modi said that these deals made India the "world's most valued brand in team sponsorship". Peter Bratschi, the sports marketing director for Asia-Pacific at Nike was delighted to have outbid several top rivals, "We look forward to working with the Indian team and to creating the best performance products for the players," he said.

Meanwhile, Sachin Tendulkar will not be able to sport the Adidas brand on the field, “Sachin can honor his commitment to Adidas off the field, but on the field, henceforth it will be only Nike,” Modi said. But the MRF bat is no problem, “As ICC specifications do not necessarily include the player's bat in such sponsorship deals,” Modi confirmed.

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