PDM, BCCI get exclusive sponsor in Future Group

The upcoming cricket series, which has India playing against South Africa and Pakistan, will be called the Future Cup

The Future Group has taken a big leap of faith in cricket at a time when the sport is touching its nadir in the country. PDM Sports and BCCI have announced that the Future Group has opted to be the exclusive sponsor for the series that India will play in Ireland and Scotland between June and July 2007.

The series involves three matches that India will play against South Africa in Ireland and a match between India and Pakistan. The series will now be known as the Future Cup. PDM and BCCI have identified the Future Group as the perfect sponsor for the series.

PDM, BCCI get exclusive sponsor in Future Group

Apparently, this is the first time that a single company will be entitled to sponsor and leverage the property solely, be it sponsorship or advertising. An optimistic Kishore Biyani, group CEO, Future Group, believes that despite the failure of the Indian cricket team at the World Cup, the game is here to stay.

“Though we have been associated with cricket in various capacities before, this is the first time that we have acquired the complete sponsorship for a series,” says Biyani. Meanwhile, the BCCI is overwhelmed by the interest that the Future Group has shown in the game.

Shailendra Singh, joint MD, Percept Holdings, identifies the Future Group as being committed to building the future of cricket in India. “The Future Group has evolved from being a retail company to a company that provides an array of products and services today. Cricket has a mass consumer connect, just like the Future Group’s offerings, making it the perfect fit,” he said.

The series will be simulcast live on Zee Sports and DD National with highlights on Zee Sports and Ten Sports.

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