The Board of Control for Cricket in India (BCCI) has different pricing strategies for sponsorships depending on the type of matches. If you’ve ever wondered why companies pay more to sponsor bilateral series compared to multilateral tournaments, the answer lies in brand visibility and marketing impact.
The Big Difference in Pricing
When it comes to sponsorship deals, bilateral matches command higher prices than multilateral fixtures like ICC or ACC tournaments. This pricing difference isn’t random – it’s based on how much exposure sponsors get for their money.
In bilateral matches (like India vs Australia or India vs England), sponsor logos get prime real estate on the front center of players’ jerseys. This means every time a player is on screen, the brand gets maximum visibility. Cameras focus on individual players during celebrations, interviews, and action shots, giving sponsors incredible exposure.
However, in multilateral tournaments organized by ICC or ACC, the rules are different. Sponsor logos are pushed to the sleeves of jerseys, where they’re much less visible to viewers. This reduced visibility naturally leads to lower sponsorship values.
Why Bilateral Matches Are Worth More
The higher pricing for bilateral matches makes perfect business sense. These matches often attract massive television audiences, especially when India plays against popular opponents. The extended coverage, multiple camera angles, and close-up shots ensure that front-jersey sponsors get their money’s worth.
Think about it from a sponsor’s perspective. Would you rather have your brand prominently displayed on the chest where everyone can see it clearly, or tucked away on a sleeve where it might go unnoticed? The choice is obvious, and the pricing reflects this reality.
Related: BCCI Eyes Rs 450 Crore Jersey Sponsorship Deal
Smart Business Strategy
The BCCI’s pricing strategy shows they understand the value of different sponsorship placements. By charging more for bilateral matches, they’re acknowledging that prime advertising space should cost more than secondary placement.
This approach also helps the board maximize revenue from India’s busy cricket calendar, which includes numerous bilateral series throughout the year.
| Match Type | Sponsorship Price | Logo Placement | Visibility Level |
|---|---|---|---|
| Bilateral Matches | INR 3.5 crore per match | Front center of jersey | High visibility |
| Multilateral Fixtures | INR 1.5 crore per match | Sleeve placement | Limited visibility |
| Price Increase | 10% for bilateral | – | – |
| Previous Rates | INR 3.17 crore (bilateral) | – | – |