The Board of Control for Cricket in India (BCCI) has awarded the title sponsorship rights for all series to be played in India to media majors Star India and ESPN Software, for a base price of Rs 2 crore ($320,000) for every international match.

Following the exit of the earlier title sponsor Bharti Airtel, ESPN and Star have bagged the rights for all series to be played in India between October 2013 and March 2014. Both corporates would be allowed branding and in-stadia advertising opportunities similar to that awarded to Bharti Airtel.

The sponsorship contract covers the India-Australia series, which has one T-20 match and seven ODIs, two Test matches and two ODIs against West Indies, and domestic tournaments during the specific period.

The sponsorship rights also extend to BCCI’s domestic events such as the Irani Cup, Ranji Trophy, Duleep Trophy, Deodhar Trophy and the Raj Singh Dungarpur Trophy.

Vijay Rajput, Chief Operating Officer, ESPN Software, said the two international series currently scheduled during the season would bring in value, especially with India taking on strong teams such as Australia and West Indies at home during the festival season.

Star India has been keen to corner sporting properties. Though in April 2012, the Rupert Murdoch-led Star group inked a six-year broadcast and digital rights deal from the BCCI for Rs 3,851 crore, rival broadcaster SET Max cornered the lucrative Indian Premier League broadcast rights for Rs 8,200 crore. By winning the BCCI title sponsorship rights, Star India is keen to extend its reach among the sporting community.

As Star India’s COO Sanjay Gupta said in a statement, the deal would help Star India strengthen its connect with its viewers and help the network reach out to newer audiences.

amritanair.ghaswalla@thehindu.co.in