The Pakistan Cricket Board [PCB], just like many other organizations around the world has been badly impacted by the onset of the novel coronavirus.
Ahead of the much-awaited tour of England, the PCB is struggling to find new sponsors for the upcoming season, with their previous sponsorship deal with a leading beverage company Pepsi having got expired.
The Pakistan Cricket Board
had invited new bids from potential sponsors but to their utter shock, the apex cricketing body did not receive a single bid. In fact, the only brand, who came forward with their bid, was their existing sponsor and that too at 35-40 percent lower than their previous
“The PCB’s deal with the beverage company expired recently and the board invited fresh bids for the national team’s main logo sponsorship deal but no one submitted any bids except for the same beverage company,” the Pakistan Cricket Board source told Press Trust of India [PTI].
Pakistan Cricket Board struggling to find television sponsors as well
While the PCB is still negotiating a new deal with the brand, they have come to a realization that even the most reputed companies have been hit badly by the Covid-19 pandemic.
“It is a problem but negotiations are still on but it is becoming clear that the coronavirus outbreak has even hit the multinational companies badly,” he said.
The PCB has also not been able to find sponsors for domestic cricket for the second year in a row.
Even their broadcasting deal with Ten Sports has expired and the board has not yet been able to find a new broadcast partner.
“The situation is not very good and things will only improve once this Covid-19 pandemic ends and the market gains confidence,” a marketing analyst said.