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HomeCricket NewsPuma reportedly buys bid documents for Team India's kit sponsorship

Puma reportedly buys bid documents for Team India’s kit sponsorship

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German sportswear and footgear major Puma could be the number one in bagging the Indian cricket team’s kit sponsorship rights even though contending Adidas could also enter the fracas.
Though, it couldn’t be confirmed whether Nike would re-bid after rejecting BCCI’s scrambled down bid proposition from their Rs 370 crore (plus 30 crore royalty), which they paid from 2016 to 2020.

“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.

It is established that Adidas has also revealed some curiosity but whether it will be bidding for the sponsorship rights is still mysterious.

Nevertheless, some feel that the German giant could self-sufficiently 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 (shops that sells your company’s products).

Even though Puma has over 350 selected stores, Adidas has more than 450 outlets which make these two corporations the most sought after. A senior trade insider explicated the whole sponsorship issue in these turbulent economic times.
“Don’t be surprised if the new rights holder pays something around 200 crores for a five-year deal which will be significantly less than what Nike paid during the previous term,” the industry veteran explained.

“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 said.

To the extent that Puma is concerned, it has had an amplified interest in the Indian market over the years especially through IPL but now it also has India skipper Virat Kohli as its brand ambassador along with batsman-wicketkeeper KL Rahul.

“Puma has been a part of IPL for some years now and with Virat in their roster, it would only enhance their presence in the Indian market,” he added.

The BCCI in its new bid has kept a plinth amount of Rs 61 lakh per match compared to the Rs 88 lakh through the previous cycle.

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