Home / / Dialog seals biggest ever sponsorship deal with Sri Lanka Cricket

Dialog seals biggest ever sponsorship deal with Sri Lanka Cricket


Comments / 2602 Views / Tuesday, 28 May 2013 02:12


Telecom giant Dialog Axiata has successfully sealed the country’s biggest sponsorship deal with a three year arrangement supporting Sri Lanka Cricket.

The Daily FT first revealed the deal on 13 February 2013.
As per a filing to the Colombo Stock Exchange (CSE) made on Thursday but posted on the CSE web site yesterday Dialog said it has entered into a binding contract with Sri Lanka Cricket, as the official sponsor of the National Men’s and Women’s Cricket team, at a value of Rs. 754 million plus taxes.
“Under the terms of the contract, Sri Lanka Cricket has awarded Dialog Axiata, the title of “Official National Team Sponsor of Sri Lanka Cricket”, covering all tours both in Sri Lanka and overseas, of the National Men’s and Women’s Cricket Teams for a period of three years, commencing from 1 June 2013,” the statement said.

The Daily FT learns that Dialog has already paid Sri Lanka Cricket an estimated 40% of the contract value several weeks ago.
The Dialog announcement apparently ends confusion or bitter tussle for glory over the sponsorship of Sri Lanka Cricket, the much loved game of Sri Lankans.
Whilst Dialog won the bid by virtue of its highest offer of nearly Rs. 1 billion when taxes are included, the Sri Lanka Tea Board too submitted a lower bid and had been lobbying for an equal share of the sponsorship.
The original bid which closed in early February drew national and regional interest.
Dialog will be replacing industry competitor Sri Lanka Telecom Mobitel, which was originally contracted for three years in a deal estimated to be worth US$ 3 million and subsequently extended by another year.
Many analysts described Dialog’s magnanimous bid as a true reflection of the passion it has to promote the most loved sport in Sri Lanka with a strong international following.
Sri Lanka leads the ICC rankings in the T20 format, is placed sixth in ICC Test rankings and fifth in the ODI rankings.
Sports sponsorship and marketing analysts noted that Dialog, a major supporter of sports, had pitched for Sri Lanka Cricket as it is the biggest national asset of the country with worldwide appeal. Dialog which has a customer base of over 7.5 million subscribers, via the deal, will ring more hearts as cricket is Sri Lanka’s pride and passion.
Dialog Axiata last year came forward to sponsor Sri Lanka Rugby at international and local level in an exclusive five-year deal. This included the Sri Lanka 15-a-side National Team, and the ‘A’ Division Club Rugby League and Clifford Cup Tournaments.
Dialog is renowned for being closely associated in developing school cricket, athletics, football, rugby, volleyball, rowing and disabled sports, and has sponsored national contingents to international events, including the Olympics, Paralympics, Commonwealth, Asian, SAF, and FESPIC Games.


Share This Article


COMMENTS

Today's Columnists

Ridding the republic of rotten reporting

22 May 2015

 Comparisons are odious. As we said in this column last week, urging a principled government minister not to contrast the administration of which he is a part with the one immediately past. Because the virtue of a republican government must ...


On Her Majesty’s service – the past perfect!

21 May 2015

    The world loves Bond, James Bond! It was James Bond, codenamed 007, who was famous for being in Her Majesty’s secret service.  Brigadier M who had the control of him was discretionary as he knew Bond&rsq...


Case for consolidation of development financial institutions in Sri Lanka

21 May 2015

  The Central Bank’s Financial Sector Consolidation Plan (FSCP) is being revisited and a Committee appointed by the Prime Minister and headed by Dinesh Weerakkody (left), in which the former senior Deputy Governor of the Central Ba...


Will Trinity prove a point in Colombo?

21 May 2015

  The second round games will kick off in a week and in the interim the traditional fixtures will be on show.  Once again its Bradby time and the focus will shift to Colombo. After finally breaking a few years of hoodoo of not ...


Columnists More