PCB details about marketing activities by Pakistan Cricket Board

---

Event:

England in Pakistan 2005/06

---

DateLine: 21st October 2005

 

Media Release - 21 October 2005

 

PCB Press Release on Marketing Activities

 

The Pakistan Cricket Board is privileged to issue this Press Release of which the prime purpose is to inform the media about the activities undertaken by PCB’s marketing department and the results achieved in the shape of contracts signed with various entities during the period 1st January 2005 to 18th October 2005.

 

PCB’s Marketing department has recently concluded the process of selling the commercial rights of the forthcoming tour by England Cricket team to Pakistan during November/December 2005.

 

We are happy to announce that the major marketing contracts signed for the England series represent revenues for PCB well in excess of any other series except for the 2004 tour of India. The sale of commercial rights for the England series has been undertaken through a comprehensive and transparent bidding process spread over a period of several months. On this occasion PCB’s marketing team arranged the sale of rights in a phased manner, with Title Sponsorship being awarded first, followed by Co-Sponsorship and finally the In-stadia advertising rights.

 

Simultaneously, the award of radio broadcast rights was conducted through a similar bidding process.

 

Additionally, only a few days back PCB has successfully completed the sale of "Bundled" commercial rights for Future Tours Programme series to be played in Pakistan between January 2006 and March 2008. This too, has been completed via a thorough and fully documented bidding process which saw companies like Nimbus Sports International out of Singapore, the Sharjah based CBFS and the Dubai based Madison Outdoor Media Services competing against one another. The "Bundled" package included Title Sponsorship, Co-Sponsorship and In-stadia advertising rights for the following series:

 

• India tour to Pakistan January/February 2006
• Zimbabwe tour to Pakistan October 2006
• West Indies tour to Pakistan November/December 2006
• South Africa tour to Pakistan October 2007
• Australia tour to Pakistan February/March 2008

Nimbus Sports International Pte Limited won the "Bundled" rights with their bid of Rs. 488,719,800 (Pakistani Rupees Four Hundred and Eighty-Eight Million, Seven Hundred Nineteen Thousand Eight Hundred) payable over the period of the contract. This is the first time PCB has sold "Bundled" rights, and represents a new era of cricket sponsorship in Pakistan. It may be noted that the successful bid was almost Rs.54 million higher than PCB’s reserve price of Rs.435 million. We are extremely satisfied with this result, since we had received many discouraging predictions on the grounds that the market was far below the levels attained for the Indian tour of 2004, which had eventuated after a long gap of over 14 years. It may be recalled that for the 2004 tour by India the combined fees received by PCB for Title Sponsorship, Co-Sponsorship and In-Stadia Advertising rights amounted to a shade under Rs.430 million (i.e. US $7,161,800).

 

On the domestic cricket front, PCB is in the 2nd year of a very successful relationship with ABN AMRO, the Lead Sponsors of domestic cricket in Pakistan. Very recently, the Faisalabad Regional Team has been sponsored by the prominent hosiery manufacturers Interloop (Private) Limited for a period of 3 years. PCB, over the last 10 months has also entered into long term contracts with the following sponsors/partners:

 

• Official Water (Aquafina)
• Official Courier (TNT)
• Official Travel Agency (American Express TRS)
• Official Surface Transporter (Travel Waljis [Pvt] Ltd)
• Official Hotels (Pearl Continentals at Lahore, Rawalpindi, Peshawar)

 

These agreements (most of which are service contracts) provide PCB a mix of sponsorship fees and special terms in return for the "Official" status.

 

The attached APPENDIX I provides a summary of the revenues accruing to PCB through the contracts signed during the period 1st January to 18th October, 2005, in total amounting to a healthy Rs. 593 million.

 

CONTRACTS SIGNED BY PCB between 1st January 2005 and 18th October 2005

 

Global Radio rights
excluding UK and PakistanGlobal Radio rights
excluding UK and Pakistan Advance Media MarketingAdvance Media Marketing

	Rights	Entity	Pak Rupees
1.	England Tour November-December 2005
	Title Sponsorship	Bank Alfalah	15,000,000
	Co-Sponsorship	Paktel GSM	7,500,000
	In-Stadia Advertising	Madison Outdoor Media Services	14,500,000
	UK Radio rights	BBC	*21,000,000
	FM Radio - Pakistan rights	Project Implementation Managers	1,230,000
	Global Radio Rights excluding Uk and Pakistan		450,000
	Hospitality Boxes**	Various	4,500,000
	Sub-Total 1		64,180,000
2.	Bundled Rights 1st January 2006 to 31st March 2008	Nimbus Sports International Pte	488,719,800
3.	Domestic Cricket Lead Sponsorship (1 year fee)	ABN AMRO Bank	9,200,000
	Faisalabad Regional Team Sponsorship (3 years fee)	Interloop (Pvt.) Ltd.	12,000,000
	Sub-Total 3		21,200,000
4.	Miscellaneous Contracts Official Water (3 years fee)	Aquafina	10,800,000
	Official Courier (3 years fee)	T.N.T.	8,500,000
	Sub-Total 4		19,300,000
	GRAND TOTAL Notes:* Rights sold to BBC for £200,000, converted @ Rs.105 ** Sale of hospitality boxes is ongoing, and is expected to yield at least the figure shown		593,399,800

(Article: Copyright © 2005 Pakistan Cricket Board)