COLOMBO: Sri Lanka Cricket has declared the upcoming Nidahas Trophy 2018 T20 tri-series a tremendous commercial success, asserting it expects to earn a net profit of LKR1 billion ($6.5 million) through sale of rights.
SLC has roped in New Delhi headquartered two-wheeler giant Hero Moto Corp as title sponsor of the tournament. While financial terms of the partnership were not disclosed, SportzPower understands it is in the Rs 60-70 million ball park.
This is the first time since 2004 that SLC solely went into the international market and secured partners to grant media and broadcasting rights of the Hero Nidahas Trophy directly to the respective territories (India and Bangladesh).
The SLC also successfully secured partners for granting of ground sponsorship, advertisement and residual media rights of the tournament.
While Discovery Communications branded DSports and Bangladesh’s Channel 9 have picked up the broadcast rights for India and Bangladesh respectively, ITW Consulting was awarded the ground sponsorship, advertisement and residual media rights of the upcoming tri-series.
“We are happy to announce that this event will bring in the highest viewership, listenership and the digital penetration for an event of SLCs own, thus further enhancing our brand in the global sporting stage,” SLC president Thilanga Sumathipala, speaking during the media briefing in Colombo Thursday, asserted.
“With all these internationally recognized partners coming in, this is going to be the most commercially successful tri-nation tournament organized by the SLC. We expect to earn at least LKR 1 billion in net profit out of this Series,” Sumathipala stated.
SLC in mid-2017 appointed Lagardere Sports Asia, as international marketing consultant for the tri-series.
The upcoming tri-series will see the three countries playing seven T20s, all at the R Premadasa International Cricket Stadium.
The curtain raiser of the tournament will be on the 6th March and the final will be played on Sunday, 18th March.
