Pakistan and Sri Lanka cricket boards extend main sponsorship deals
The Pakistan Cricket Board has signed a one-year extension to its principal partnership deal with Pepsi, the soft drinks and snacks giant.
Pepsi will remain the men's national team’s main commercial partner - across test matches, one day internationals and T20 internationals - until 30 June 2021.
The partnership dates back over two decades.
Over the next 12 months, Pakistan are scheduled to play England, Zimbabwe, South Africa, and New Zealand.
The PCB's commercial director Babar Hamid said: “Despite working with the backdrop of a challenging economic climate, I am delighted that we have reached an acceptable agreement with Pepsi to continue as a principal partner for, at least, the next 12 months.
“This extension… indicates the value that they place on the profile and visibility that sponsoring the Pakistan men’s national cricket team brings.”
Easy Paisa, a Pakistani mobile financial services platform, will be an associate partner of the team for its tour of England, with the first test match to start on 5 August.
Elsewhere, Sri Lanka Cricket has reportedly taken a financial hit in renewing its primary sponsorship deal with Dialog Axiata, the domestic mobile phone operator, for the next three years.
Dialog, the team’s incumbent main sponsor, will be paying 30 per cent less for these rights, between 2020 and 2023, than during the previous sponsorship cycle, according to media reports.
The value of the new deal is reported to be $4.8 million, down from $6.5 million in the deal agreed in 2017.
Dialog has been an SLC sponsor since 2013.
Earlier this week, it was reported that SLC had entered into exclusive negotiations with Sony Pictures Networks, a leading broadcaster in the Indian subcontinent, in an effort to finally secure an international media rights deal.
It is understood that SPN has tabled an offer worth $22.5 million for all media rights including television, radio and digital, which is being presented as its final bid.
The broadcast tender for home matches from 2020 to 2023 has received minimal interest from international broadcasters, and SPN is said to be the only interested party to have submitted a bid for the rights.
Meanwhile, Dafabet, the Philippines-based betting company, has signed shirt sponsorship deals with English county cricket clubs Sussex and Durham.
Dafabet’s logo will feature on the front of Sussex’s T20 and one-day competition shirts in the 2020 and 2021 seasons, while the logo will have a space on the back of Durham’s T20 shirts for the next three seasons.
The partnerships were facilitated by SEM Global, the sports marketing agency.