German sportswear manufacturer Puma has been heavily linked to bag the Indian cricket team’s kit sponsorship rights. German rival Adidas could also sway in the deal. However, it is still not clear whether Nike would re-bid after refusing BCCI‘s scaled-down bid offer from their Rs 370 crore (plus 30 crore royalty), which they paid between 2016 and 2020.
Puma have shown interest in bidding by buying the invitation to tender (ITT) for the same. The BCCI in its new bid has kept a base price of Rs 61 lakh per match compared to the Rs 88 lakh during the last cycle.
Team India captain Virat Kohli is the brand ambassador of Puma and they now are looking to collaborate with his employers too.
Puma Has Shown Genuine Interest To Bid Confirmed A Senior BCCI Official
The pandemic hit market has forced BCCI to cut the per match fees substantially, but the last sponsor Nike have rejected the deal. They may rebid with an even lower counter to BCCI’s asking.
“I can confirm you that Puma has bought the ITT (Invitation to Tender) document worth Rs 1 lakh. While buying bid document doesn’t mean one is bidding, Puma has shown genuine interest in submitting a bid,” a senior BCCI official told PTI on conditions of anonymity.
German rivals Adidas are also in contention to bid, but they could independently bid for merchandise products, which will be a separate tender.
Selling of exclusive merchandise products depends on how many exclusive stores a company has along with the point of sales. The count of stores currently for Adidas is 450 while Puma has 350 exclusive stores.
An industry expert says the current market situation could lead to Nike bidding (if they do) further less than BCCI’s demand
The post-pandemic market has had its effect on the sponsorship deals. An industry expert tells that if Nike chooses to bid again then it would be lesser than BCCI’s previous demand, which the American multinational rejected.
“Don’t be surprised if the new rights holder pays something around 200 crore for a five-year deal which will be significantly less than what Nike paid during previous term,” The industry expert told
“Look BCCI offered Nike the first right of refusal and that too a scaled down offer which they declined. This could mean two things. Either they are not interested or may submit a bid which is even more scaled down than what BCCI offered,” he added
Puma is associated with Virat Kohli and KL Rahul already, and are looking ahead to be the official kit sponsors for team India to dominate the Indian market by establishing themselves within the most famous game in the country.