New Delhi : Hyundai Motor India Ltd (HMIL) has entered into a four-year partnership with the Board of Control for Cricket in India (BCCI) as an associate sponsor for all international matches at home.
As per the agreement, HMIL would be the official partner of BCCI for all formats and a Hyundai fleet of premium cars would be used for transporting various stakeholders of the game throughout the event.
Besides, the South Korean auto major would get rights for putting three logos on the pitch floor, space at perimeter boards, stadium display. It would also conduct trophy tours.
Commenting on the partnership, Mr Y K Koo, Managing Director and CEO, Hyundai Motor India Ltd. said, “Hyundai is extremely proud to be the Official Partner of the Board of Control for Cricket in India (BCCI) for the next four years. Indians love their cricket, and they love their cars and that’s one of the reasons Hyundai has always been closely associated with a sport like cricket. We want to keep the excitement around Hyundai brand by engaging our customers at every point. This partnership is a part of Hyundai’s efforts to expand its presence in global sporting activities like Cricket, Football, Golf and World Rally Championship across worldwide markets. Hyundai sees this cricket partnership as a core element of its strategy, playing a vital role in connecting global customers to our brand.”
Besides title sponsor, BCCI has created space for three official associate sponsors from which the cricket body would get Rs 150 crore in the next four years.
Last week, BCCI announced its association with beverage major PepsiCo as its first official associate sponsor for around 80 matches which would be played in four years.
Mobile commerce platform Paytm is the official title sponsor of BCCI.
Mr Anurag Thakur, Honorary Secretary -Board of Control for Cricket in India (BCCI), said, “We are glad to welcome Hyundai on board as the Official Partner for all international matches organized by BCCI in India. Hyundai is a global automotive leader and we look forward to working together for the next four years to deliver a strong partnership at all our matches in India.”
He further said that the name of the third sponsor would be announced shortly.
HMIL would pay BCCI for matches played in every financial year, said HMIL General Manager & Group Head Marketing Puneet Anand.
“It would be payable as on annual basis depending on the number of games which are happening — whether its T20, one day or test matches. For each match there is a specific fee which we have frozen and the overall cost would culminate over a period of four years,” said Anand.
Hyundai will conduct Trophy Tours in association with BCCI to build the excitement prior to the tournaments. In-stadia car display and branding at team dug-outs during T20 matches` will be the major on-ground promotional activities during the tournaments.