The Bangladesh Cricket Board is expecting a substantial raise of the brand value of national cricket team during the upcoming sponsorship deal with the current agreement is all set to expire soon.
Media planning company Top of Mind won the two-year sponsorship rights of the Bangladesh national cricket team for Tk 41.41 crores in 2015 when they came from behind to outbid cellular company Grameenphone.
Later Top of mind sold their rights to Grameen’s business rival Robi Axiata Limited, which received unexpected coverage owing to Bangladesh’s brilliant run of form over the past two years.
During the period Bangladesh won one-day international series against India, South Africa and Zimbabwe and recorded Test victories against England and Sri Lanka. They also reached Asia Cup Twenty20 final at home to repay Robi more than what they would have expected.
The current deal is set to expire at the end of May, but BCB officials said due to Bangladesh’s commitment in the ICC Champions Trophy the deal would now end on May 24.
BCB chief executive Nizamuddin Chowdhury told New Age they were going to start the bidding process immediately after the deal ended and hoped there would a fierce competition for the bragging rights.
‘We won’t wait long to float the tender for our next sponsorship deal,’ said Nizamuddin.
‘After going through the financial proposal we will conduct the bidding.
‘We are hoping to receive a lot more from what we have earned earlier due to the performance of our national team and the response that we are receiving in this regard is quite good ,’ he said.
Nizamuddin said that they are hoping to get at least Tk 55 crores for the next two years when Bangladesh would play numerous international series at home and away.
‘Considering the recent market value we are expecting such kind of value. Though it is too early to suggest anything but we are keeping all our options open to maximize our profit,’ he said.
Speculation was rife that Top of Mind had extended the deal for another six months which would cover three important series against Pakistan, Australia and South Africa.
With barely six weeks from the end of current deal, Robi’s recent commercial shooting with the Tigers in a closed door venue only added an extra fuel to the speculation.
However, both BCB and Robi denied to have inked any such deal.
BCB’s marketing committee chairman Kazi Inam said they are happy with the deal of Robi but certainly it does not imply they are going to get it further without fighting for it.
‘There is no way we can extend the deal for six months,’ said Inam.
‘We need to plan properly and present us in the right manner so that interested parties can understand what they are expecting to gain being with us,’ he said.
Ekram Kabir, vice president, communications and corporate responsibility at Robi also denied it.
‘There is nothing on pen and paper about our sponsorship deal extension for six months,’ said Ekram.
Former marketing chairman of BCB and current director Ahmed Sazzadul Alam emphasized on studying the market before fixing the base price for next deal.
‘I think knowing our value is most important because unless you can have a thorough knowledge about your own self it is difficult to determine the right marketing price,’ said Sazzadul.
‘Last time we fixed the base price for Tk 30 crores but naturally it will not be the same this time and how we go after it will provide a lot of proof of our expectation,’ he said.
BCB had fixed the base price at Tk 30 crore ($3.85 million approximately) and six companies submitted their financial proposals for the sponsorship rights that was eventually won by Top of Mind.
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