After withdrawing from IPL (Indian Premier League) sponsorship, PepsiCo. India Holding Pvt. Ltd rejoins with the BCCI (Board of Control for Cricket in India) as an official sponsor on Thursday. PepsiCo signs a 4-years deal with BCCI. Except IPL, PepsiCo will sponsor all First-class, List A and T20 cricket including international matches which will be played in India.
In October 2015, PepsiCo had withdrawn their sponsorship deal with IPL due to the spot-fixing scandal which tarnished the image of the tournament.
BCCI secretary Anurag Thakur said about the deal, “PepsiCo to be BCCI’s beverage and snacks sponsor on the ground over the next four years for international fixtures in India.”
Thakur added, “We not only want to increase fan engagement but also work upon revenues. Three associate sponsors in total will help BCCI raise revenue of Rs 150 cr in 4 years.”
Thakur also spoke about Pepsi’s withdrawn from IPL sponsorship. He said, “On the day Pepsi pulled out as IPL sponsors, they said they are always there with BCCI in one way or the other.”
PepsiCo chairman and chief executive officer D. Shivakumar said about the deal, “This means Pepsi will get on-ground visibility. Additionally, we have all the pouring and snacking rights for all the matches for the next four years. Gatorade will the performance drink for team India.”
He added, “It is the beginning of a new chapter in our long-standing association with BCCI. Our association with cricket in Indian goes back 25 years and we are thrilled to add the extra fix to fan experiences by connecting with consumers.”
Within 10 days, BCCI will announce at least two more associate sponsors for all cricket matches played in India, domestic and international.