CEO Uday Shankar: Star Will Not Offer Indian Cricket Team’s Sponsorship Again

The BCCI (Board of Control for Cricket in India) is not going with their luck. Last few months many unexpected things happened with BCCI.

One month ago, Supreme Coard instructed to board to clean-up their members and reshuffle of the whole board. After that, the maximum International Cricket Board voted to BCCI in the sense of negative mind.

That makes a big impact on Star contract. In an interview with TOI (Times of India), Star India chairman and CEO Uday Shankar said, “Given all the volatility, we are indeed concerned about the health of cricket in the days ahead.”

“No one seems to be talking about making cricket bigger and more popular. We have been very proud that our name is carried on the jersey of Team India. But given all the uncertainties, we have decided not to bid for it again. The commitments being asked for are too onerous without any clarity,” he added.

The current contract of Star with BCCI (Board of Council for Cricket) ends on 31st March 2017.

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Star chairman directly said that his company’s main aim is there is no “consensual leadership” in cricket right now.

He also said, “The power of cricket came from the fact that everybody was aligned.”

Virat Kohli

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“The global cricket leadership was aligned to drive it forward. The alignment seems to have broken down. Lack of clarity, ­both in ICC as well as BCCI, is our biggest concern right now. We have nothing to do with the politics of cricket. Currently, we have invested in cricket more than any other media company has ever done. Our investments in the game are to the tune of a few billion dollars. And hence the business risk for us is very very high,” he added.

Shankar didn’t sound interested in sharing with anyone the revenue related things.

He said, “The percentage share of revenue that India generates is very high, but the percentage share of viewership that India generates is even higher.”

“And our take here is that nothing should be done to weaken or demotivate that enthusiasm. The consequences of that will be devastating,” he added.

“We are totally committed to those contracts, and we will continue to honor them. However, given all the volatility in the cricket world, we will have to be very careful before making any further commitments.”

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