From June 2023 through March 2028, Adidas will have a contract with the Indian cricket team as the sponsor for the kit and jersey for India
It is anticipated that it will pay around 65 lakhs for each game India plays.
Adidas new Indian cricket team jersey and kit sponsor deal cost per game and India BCCI contract details
The sponsorship of Adidas and the Indian cricket team would cost 350 crores.
The Board of Control for Cricket in India (BCCI) and German sporting goods company Adidas are reportedly close to signing a 350 crore arrangement for Adidas to sponsor the Indian cricket team’s equipment. Adidas will replace Killer Jeans manufacturer Kewal Kiran Clothing Ltd, which acted as a temporary sponsor last month after the primary sponsor Mobile Premier League Sports (MPL Sports) withdrew from the arrangement in the middle of it.
“We formally shook hands, and we also traded emails. The contracts are currently being drafted by the board, and the agreement will be finalised soon, the official in question said under the condition of anonymity. The five-year contract with Adidas will begin in June and last until the end of March 2028. For each game that India plays, the corporation will be forced to pay 65 lakhs. The annual expenditure is anticipated to be close to 70 crores, including royalties for products.
BCCI secretary Jay Shah confirms Adidas as India's new kit sponsors. pic.twitter.com/LDtYZ2RWan
— CricWatcher (@CricWatcher11) May 22, 2023
I'm pleased to announce @BCCI's partnership with @adidas as a kit sponsor. We are committed to growing the game of cricket and could not be more excited to partner with one of the world’s leading sportswear brands. Welcome aboard, @adidas
— Jay Shah (@JayShah) May 22, 2023
Adidas is set to replace Killer as the new sponsor.
Officials from BCCI did not respond to separate emails or text messages sent to them. Adidas opted out of commenting. An athleisure wear and sportswear company owned by Galactus Funware Technology Pvt. Ltd. is the former sponsor of MPL Sports. The three-year BCCI-MPL Sports uniform contract was to run from November 2020 to December 2023.
Kewal Kiran took over as the temporary sponsor after the fantasy sports company withdrew in January, despite BCCI’s request that they remain until March 31. After a 14-year partnership, MPL took over after US sportswear firm Nike’s tenure expired in 2020.
The sums will be comparable to what MPL paid, and this arrangement is legitimate. It would be interesting to see how the licencing deal is structured, as it won’t be the placement of the logo per se that would be problematic, but rather licencing as a firm, which hasn’t really taken off in India. Not the logos, according to a top executive of a sports marketing company, but the licencing business has lost money.
Recent events have seen numerous sponsors either terminate their agreements with the BCCI and the Indian Premier League or resign from those agreements. The ed-tech business Byju’s, which acquired the rights to sponsor Team India’s jersey from Oppo and then renewed the agreement last year, is also weighing its options.