India’s first cricket tour of Pakistan since 1989 will generate a record £11-million in television and advertising revenues following intense bidding by some of India’s biggest businesses for the right to sponsor the series.
On the back of massive public interest in the series across the subcontinent, the Pakistani Cricket Board (PCB) expects to net more than five times as much money as it has made from any previous series in Pakistan, according to details to be made public on Thursday.
”We’ve never had access to this kind of money before, it means we’re going to be able to do a lot in terms of developing cricket in Pakistan and improving our infrastructure,” said the PCB’s marketing manager, Subhan Ahmad. ”Indian companies are certainly investing heavily in Pakistani cricket.”
Samsung India and Hero Honda, two of India’s biggest companies, have won the rights to be the series’ two main sponsors, contributing the bulk of £4,1-million in endorsement deals. Two more Indian companies, Inverse Communication and Madison Outdoor Media Services, will be less prominent sponsors.
Ten Sports, a Dubai-based television station, will broadcast the series, which will include three five-day test matches and five one-day internationals.
Pakistani companies are likely to feature only on discounted advertising boards inside the cricket grounds involved in the tour.
”Pakistani companies knew they didn’t have a chance of matching the Indian offers,” said Ahmad. ”We’re trying to find opportunities for Pakistani companies to advertise in the grounds, naturally at much lower rates than the Indian companies.”
Ahmad Hosain, a legal adviser to the PCB, said: ”The commercial side of things is a very positive development for Pakistan-Indian relations and for cricket. For the first time we’re under heavy commercial pressure to improve our cricketing ties.”
India’s prime minister, Atal Bihari Vajpayee, last Saturday confirmed that the tour would go ahead next month, following doubts over the security of the Indian cricketers. – Guardian Unlimited