Adidas and Puma set for a bidding war to earn Indian cricket jersey sponsorship right

Image Courtesy: Getty/IANS
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While the fans were excited with the news of 13th edition of Indian Premier League (IPL) taking place in the UAE, the sponsorship of Vivo has brought them in the limelight again. While the current India-China relation led the IPL and Vivo part ways who used to be the title sponsor, it remains uncertain who will take the place. However, after a long discussion from Indian cricket, the world’s second-largest sportswear maker Adidas has made a bid for the official merchandising partner rights.

Image Courtesy: Getty/IANS

According to the sources of Times of India, Adidas took the decision after their rival, Nike’s contract with the BCCI will expire soon. The source also claimed that another giant franchise named Puma is also eager to gain sponsorship rights as the BCCI has reduced the base price to INR 61 lakh per game which is down from 30% from the earlier 88 lakh. Notably, the BCCI had a contract with Nike earlier for INR 88 lakh as well.

While India captain Virat Kohli, who is undoubtedly one of the most popular figures in world cricket, is a brand ambassador for INR 100 crore, Adidas does not have the same reputation in the industry as it has a comparatively negligible presence having lost some expensive player endorsements before.

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On the other hand, Nike has recently witnessed a tough time as well as its operations in India diminish due to its global restructuring. Apart from them, the BCCI has also received interests from other companies other than sporting sectors such as Byju’s. Byju’s could also likely to be the sponsors for the 13th season of the Indian Premier League (IPL) as well.

The cash-rich league will begin on September 19 while the final takes place on Novem 10 in the UAE.

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