17 Jul

Dialog Axiata PLC on Tuesday (14 July) secured Sri Lanka Cricket (SLC) team sponsorship rights for the next three-year cycle (2020-2023) it was reported in the Indian media.

The current team sponsorship had already expired and Dialog Axiata PLC and ITW India Pvt Ltd competed for the rights. Eventually, it went to Dialog, as the telecom giant offered a substantially higher price compared to the other party.

Dialog, one of Sri Lanka’s largest telecommunications service providers, and the country’s largest mobile network operator with 14.275 million subscribers, secured the three years rights for LKR 890 million ($4.8m). Dialog had paid LKR 1.2 billion ($6.5m) to SLC for the previous term.

Dialog first partnered with Sri Lanka Cricket as the Official Sponsor of the National Men’s and Women’s Cricket Teams in 2013 and further extended the deal in 2016 for a three-year period.

Sony has submitted a bid for all SLC media rights (Television and Digital combined) for $22.5 Million. It is thought that the offer by Sony Pictures Network (SPN) is short of the expectations of SLC.

“Market has not responded to our rights favourably. Coronavirus has taken its toll. The board will try one last time to negotiate with Sony to increase the price and we are confident that they being our long-term partner will understand our situation”, said one SLC board member.

John Stephenson


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