IPL 2020: BCCI to issue IPL title sponsorship EOI today, 50-60% value erosion imminent

“These are bad times, we won’t get more than 180-200Cr for IPL 2020 Title sponsor”. 

This statement by one of the BCCI official clearly reflects the mood in the BCCI camp. The Indian board has more or less made peace with the fact that IPL Title Sponsorship values are set to take hit of minimum 50-60% from what VIVO was paying to the board. 
 
According to the sources, BCCI will be issuing an Expression of Interest today for the IPL 2020 Title Sponsorships. 
 
The Indian cricket board wants to complete the process latest by the next week so that they can focus on the execution of the IPL 2020 in UAE. 
– EOI to be issued by Monday
– Letter of Intent by the Interested Parties by End of this week
– Deadline to submit the bids by the interested parties – 18h August
– BIDS Opening – On the same Day
 
The main area of debate for the board was whether to keep any base price for the IPL title sponsorship or not. According to the InsideSport sources, after thorough deliberation it has been decided that the EOI will not carry any base price and board will leave it on the market to decide the price for the IPL title sponsor. The sources further informed InsideSport that the BCCI would be satisfied with a bid of 180-200 Cr. 
 
IPL 2020 Title Sponsorship BID : BCCI facing another challenge
 
Other than sharp dip in the IPL title sponsorship values, BCCI is facing another challenge from the parties who have shown some bit of interest in the association. Whoever BCCI has reached out to, those parties want BCCI to extend the sponsorship window to 2-3 years. But will it be possible ?
 
“It won’t be possible. We still have existing contract with VIVO. The contract has just been paused for a year. If situation will permit the contract will come alive for the next edition of the IPL. We can’t permit more than 1 year of rights”, declared BCCI official involved with the process. 
 
IPL 2020 Title Sponsorship BID : TATA, Patanjali, Amazon contenders for IPL 2020 Title
 
To everyone’s surprise, India’s homegrown FMCG brand Patanjali has declared that they are interested in the IPL title sponsorship. 
 
According to Patanjali spokesperson, SK Tijarawala, “We are considering IPL title sponsorship this year, since we want to give the Patanjali brand a global marketing platform”, he told ET. 
 
Who else then Patanjali can be interested ? As informed earlier, Amazon is also evaluating IPL association and so is Tata group. It is worth noting that Tata Motors is already associated with IPL as one of the central sponsors. According to the information available with InsideSport, Tata Motors is currently paying 42Cr per annum to BCCI for the association. In the current circumstances, it will be impossible for them to make two separate sponsorship commitments on IPL. Yes, they can upgrade themselves to the title sponsor but in that condition BCCI will have to find for a new associate partner. 
 
Other than Patanjali, Tata’s and Amazon – Dream11 and Byju’s are also exploring the association.