Bangladesh Cricket Board (BCB) has reached an agreement with homegrown e-commerce brand Alesha Mart and conglomerate Walton as their title sponsors for all the home series matches until 2023. Along with the two joint sponsors, a third party named Impress-Matra Consortium was also involved in the title rights agreement. The Consortium played a big role in brokering the deal for BCB.
According to reports, the Chief Executive Officer of Impress-Matra consortium Sanaul Arefin Chowdhury told the reporters that being a partner of Alesha Holdings Limited and Walton, they have secured the title sponsorship, powered by and ground branding rights for all home series in the next two years for BDT 32.55 crore ($3.85m/€3.2m).
The e-commerce company had previously been the title sponsor during the New Zealand tour in March-April, prior to which the title rights were reserved to Lovello Ice-cream in the home series against West Indies. They have also had changes in the team sponsors. National e-commerce brand Daraz is a National team sponsor, while their sister brand HungryNaki is the team’s kit sponsor both till 2023.
Under the agreement period, Bangladesh has nine home senior men’s team series including tours by Australia, India, and England. The three-match One Day International series between Sri Lanka and Bangladesh that started this week was named Bangabandhu ODI series 2021, which was presented by Alesha Mart and Walton.
Last week, BCB sold its broadcast rights to a Bangladeshi marketing agency named Ban Tech for BDT 161.5 crore ($19.07 million) till 2023. With the recent financial injection through the sponsorship deals, BCB might be able to alleviate the losses it incurred during the pandemic and stand back strong. Meanwhile, the Bangladesh cricket team will be looking to make it two wins in a row against Sri Lanka when the two sides meet for the second ODI later today. They finally tasted victory after suffering whitewash in New Zealand.