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MUMBAI:
After taking on air title rights for the upcoming India-Australia
one day international series, the Future Group has further
deepened its exposure to cricket. The Kishore Biyani promoted
retail giant has entered into a three-year broadcast sponsorship
contract with Neo Sports Broadcast, which runs the Neo Sports
and Neo Sports Plus channels.
The
deal is being touted as the largest ever multi-year broadcast
sponsorship contract in India, and is extendable for a further
two years if it proves a success.
Neo
already has two other anchor sponsors in Hero Honda and Perfetti
on board and is looking to close negotiations on a fourth
and final one by next month.
According
to media reports, Future Group paid Rs 100 million to secure
title sponsorship for the India v Australia Series that starts
29 September and which has been named 'The Future Cup'.
Biyani,
whose business group is expanding into financial services,
media, insurance and other sectors, clearly sees cricket sponsorship
as the best vehicle to achieve pan Indian reach. Says Biyani,
"In a highly fragmented TV sector, cricket and sports
stand out as the one vehicle that delivers a pan-Indian audience
and a strong emotional connect with the brands that associate
with cricket."
The
co-presenting sponsors for the Series are Hero Honda, Reliance
Mobile and Pidilite. The associate sponsors are LG, Intel,
Perfetti and S Kumars. The series involves 7 ODIs and one
Twenty20 fixture.
Also
Read:
Future Group bags title rights for India-Aus ODI series
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