Ten Sports signs contract with Sri Lankan board
Sri Lanka Cricket have confirmed that they have signed an exclusivefour-year broadcasting and sponsorship deal with TEN Sports
Cricinfo staff
18-Dec-2004
Sri Lanka Cricket have confirmed that they have signed an exclusive
four-year broadcasting and sponsorship deal with TEN Sports. The agreement
starts in January 2005 and is estimated to be worth US$50million. TEN Sports
first signed with the board in 2001.
The first tournament to be played under the new agreement will be the two-Test
tour by the West Indies in July followed by a tri-nation series also
including India in August. The agreement includes a minimum of 25 Tests and
39 one-dayers.
"We are extremely pleased to be associated with Ten Sports," said Mohan de
Silva, the president of the board. "They have been great supporters of Sri Lankan Cricket and the new agreement takes our relationship to a new level. I am sure Sri Lanka Cricket will benefit with the involvement of Ten Sports and the fans will love their quality coverage".
Ten Sports now hold broadcasting rights in Pakistan (in partnership with
ARY), Sri Lanka and West Indies (in partnership with BSkyB), as well as all
cricket staged by the Cricketers Benefit Fund Series (CBFS) in Sharjah and
Morocco.
"Sri Lankan cricket has a special place in our hearts," said Chris McDonald, the chief executive of Taj Television, the owners of Ten Sports. "We look forward to the continued and fantastic support we received from the board, players and the fans. The Sri Lankan team generates tremendous excitement with their skill and flair, and their marvellous performance in 2004 has placed them
amongst one of cricketing world's top sides."
TEN Sports had initially been outbid by ARY Digital during a bid process
that culminated in July. But they were able to secure the rights because of
a "matching rights" clause in their previous contract which allowed them to
outbid any competitor providing they upped the bid by an agreed percentage.
The new deal represents a substantial jump in income for the Sri Lanka
board, which has been facing financial difficulties during the past two
years because of a legal wrangle with WSG Nimbus. The stiff competition for
the rights - which include television, radio, internet, wireless and
title-sponsorship rights - follows the announcement that the four-year
period, from January 2005, will include three tours by India.
India are due to play in a triangular series in 2005 and 2006, as well as
undertake a full Test and one-day tour in 2008. England and Australia, the
two other most lucrative visitors, will also tour during the contract
period.