SPORTS
The announcement comes four months after PepsiCo had withdrawn as title sponsor of the Indian Premier League (IPL) by walking out from five year contract which was due to expire in 2017.
Beverage major PepsiCo, which pulled out as title sponsors of the BCCI backed IPL in October, on Thursday entered into a four-year partnership with the apex cricket body as an associate sponsor for all its international matches at home.
This would make PepsiCo as BCCI's official partner for refreshment, snacks and drinks besides grounds right where the beverage firm would have visibility on the field.
The announcement comes four months after PepsiCo had withdrawn as title sponsor of the Indian Premier League (IPL) by walking out from five year contract which was due to expire in 2017.
The agreement also gives PepsiCo benefits of prominence in In-Stadia branding and On-Ground advertising for 80 matches in four years across the three formats.
"Pepsico which has been our long term partner are back on the board again as a partner again us as official associate sponsor," said BCCI secretary Anurag Thakur in Delhi. Besides, Pepsico, there would be two other official associate sponsors of BCCI, from which the cricket body would get Rs 150 crore for the next four years, Thakur said.
Names of the other two sponsors will be announced in the next 7-10 days, he added. Mobile commerce platform Paytm is the official title sponsor of the BCCI.
"We have title sponsor which is Paytm. But we have opened up new revenue streams to get three more sponsors for us as official associate sponsor," said Thakur. This would not only increase the engagement but enhance the revenue stream of BCCI also at the same time, he added.
"Pepsico is now going to partner BCCI, over the next four year sponsoring and being a ground sponsor for all matches - test, oneday and T20 - played in India," said PepsiCo India Chairman and CEO D Shivakumar. Over disassociating with IPL, he did not come up with a specific reply.
"We clearly mentioned that time that we are not parting away with BCCI or cricket. ... We continue to be involved with IPL with some other franchise and that continues." Pepsico has its association with cricket in India for over 25 years, he said.
Shivakumar further added: "I am sure that whatsoever needs to be done in order to improve the game that is something Manohar (BCCI president) and Thakur is fully aware of that and we have absolute confidence on them." On being asked whether Pepsico would sponsor the women's cricket team, he said: "We would look into that".
However, he did not share any time frame for that.
Badshah breaks his silence on dating rumours with Pakistani star Hania Aamir: ‘We have a lot of…’
Delhi pollution: Air quality deteriorates to 'severe' category in Delhi-NCR; AQI at 419
'I think bro is her EX': Man performs risky bike stunt with burqa-clad woman in Bangladesh, watch
Viral video: Little girl's power-packed dance to 'beer song' melts hearts online, watch
Explained: Why India must win the 1st Test against Australia in Perth
Raima Sen mourns Bharat Dev Varma's demise, pens emotional note for 'great father, great husband'
DNA TV Show: Ahead of Maharashtra poll results, MVA, Mahayuti engage in resort politics
Maharashtra: Stage set for assembly poll results; Mahayuti, MVA confident of their victories
All set for vote counting in Jharkhand tomorrow; NDA, JMM-led alliances confident of winning
Watch: Australia star inquires Rishabh Pant about his next IPL team, gets 2-word reply
Shah Rukh Khan’s house Mannat was first offered to his industry rival…, but he refused because...
The Visionary Who Promises a Blue Sky for India: Holger Thorsten Schubart’s G20 Climate Speech
The Surge of High-End Living: Luxury Residential Market to Outpace Other Segments
FeFCon 2024 to be Held in Bangalore: A Premier Event on Fever Management
'That’s wild': Noida man turns cigarette butts into teddy bears in viral video, watch
London Airport evacuates passengers over security threat, thousands stranded
The World’s First Innovative Iron Supplement to Combat Iron Deficiency and Anaemia
Meet grandmother who became fashion icon after trying on her granddaughter’s clothes
IND vs AUS: Rishabh Pant joins Virat Kohli, Rohit Sharma in elite WTC list, becomes 3rd Indian to...
'All scripted drama...': Puneet Superstar allegedly assaulted by influencers in viral video, watch
Actress Ana de Armas caught kissing Cuban President Miguel Díaz-Canel’s son in viral photos
Oreshnik's Shadow: Will Russia's hypersonic missile force west to back down?
‘You’re So Beautiful’: World’s tallest woman meets world’s shortest woman over tea, pics go viral
Delhi-NCR Air Pollution: Consequences of GRAP-4 are drastic, may have adverse effects, says SC
Delhi-NCR Air Pollution: Schools likely to stay closed till..., check city-wise update
Maharashtra: 3 killed, 9 hospitalised after gas leak at fertiliser plant in Sangli
THIS farm is selling a cup of coffee for Rs 28000, but there's a twist, it is...
Chhattisgarh: 10 Maoists killed after encounter with security personnel in Sukma
Mukesh Ambani's SUPERHIT plan for Jio users, offers unlimited 5G access for 1 year for just Rs...
IND vs AUS 1st Test: KL Rahul's dismissal sparks DRS controversy in Perth Test
Dense fog, heavy rain predicted in these states till November 25; check here
Oreshnik Hypersonic Missile: Which nations are within its range?
Bihar teacher, principal reach school in drunken state; know what happened next
'I have faced a lot of...': Arjun Kapoor REVEALS his biggest fear amid break up with Malaika Arora
How millions of Indians may get affected due to US indictment of Gautam Adani in bribery case
Amid divorce rumours with Aishwarya Rai, Abhishek Bachchan says 'missing someone is okay but...'
After Bibles, watches and sneakers, Donald Trump is now selling autographed guitars, price is...
Delhi pollution: Air quality improves to ‘very poor’ category, AQI at...
Vladimir Putin's BIG threat, warns he could strike UK with new ballistic missile if...
Shillong Teer Results TODAY November 22, 2024 Live Updates: Check winning numbers here