PayTM wins BCCI title sponsorship rights for Rs. 203.28 crore

Maxus, with GroupM ESP, helped the brand win rights for 84 matches for four years, for all BCCI home cricket series.

PayTM, an Indian e-commerce player, has bagged the sponsorship rights for Board of Control for Cricket in India's (BCCI) cricket series in the country.

Media agency Maxus, with GroupM ESP, helped the brand win the sponsorship rights for all the home cricket series to be played from September 2015 to October 2019.

The bids were opened yesterday by the BCCI in New Delhi and the results were announced immediately. The deal is valued at Rs. 203.28 crore for 84 matches, for the four-year period.

GroupM claims that this the first time a sponsorship deal for the BCCI has been facilitated by a media agency.

Kartik Sharma, MD, Maxus South Asia, says, "We are extremely happy for partnering with PayTM and helping them win the BCCI rights. Until now, cricket has been dominated by other mature categories, and this is the first time an e-commerce brand will be using the platform to connect and engage with its consumer base."

Shankar Nath, senior VP, PayTM, adds, "We are delighted at becoming the Title Sponsor for all BCCI India cricket for the next four years. We firmly believe the partnership with cricket in India will help establish us even more as the dominant mobile commerce company in the country. As a growing brand which has big plans, there is no platform better than cricket in India."