Partner Sri Lanka Cricket and take your brand across the globe

Partner Sri Lanka Cricket
and take your brand
across the globe

Table of Contents
1. WHO WE ARE ..................................................................................................................................... 2
2. OUR BRAND AND FOLLOWING ..................................................................................................... 3
3. OUR STORY ......................................................................................................................................... 4
3.1. Blossoming of Cricket in Sri Lanka – A History: .................................................................. 4
3.2. From Underdogs to Champions – WILLS Cricket World Cup 1996 ............................. 5
3.3. Notable Milestones – A Gist: ................................................................................................. 5
3.4. World Cup records by Sri Lanka .......................................................................................... 6
4. GLOBAL EXPOSURE THROUGH MEDIA CHANNELS .................................................................. 7
5. INSTADIA BRANDING/ADVERTISING ............................................................................................ 9
6. SCOPE OF SPONSORSHIP: ............................................................................................................ 10
7. BENEFITS ENJOYED BY OUR SPONSOR: ..................................................................................... 10
8. BRANDING OPPORTUNITIES AVAILABLE .................................................................................... 12
9. SUBMISSION OF PROPOSALS ....................................................................................................... 17
10. TERMS OF CONTRACT ............................................................................................................... 18
11. CONCLUSION .............................................................................................................................. 18
12. CONTACT US ................................................................................................................................ 19
1 | P a g e

1. WHO WE ARE
Sri Lanka Cricket (SLC), successor to the Board of Control for Cricket in Sri Lanka
(BCCSL), located at No.35, Maitland Place, Colombo 07, Sri Lanka, is the governing
body for Sri Lanka’s most popular sport – Cricket.
Being the governing body of cricket in Sri Lanka, we function with the vision to develop
every facet of the game and strive to set an example to other Cricket Boards around
the world with our high standards and level of commitment towards the sport and our
country.
Today in Sri Lanka, cricket appreciation at its best is hailed as a force of national unity, a
testament to the plural, multi-ethnic, multi-linguistic, and multi-religious nation that we
are. Cricket is not just a sport; it is a way of life.
One banner uniting 20 million hearts – “One Nation, One Passion, One Team”
2 | P a g e

2. OUR BRAND AND FOLLOWING
Sri Lanka Cricket – a brand which requires no introduction, a household name amongst
the cricket loving public – the most unique brand of its kind here in Sri Lanka.
It is not uncommon to find whole households gathered around a television screen
cheering on our Lankan Lions as the face off against the best in the world, bringing
pride to our motherland with every victory. Those who are not as fortunate to witness
these matches in the comfort of their homes – take to the streets all over the island
following the match via a TV screen in an electronics store. It is sights like these which
make Sri Lanka Cricket worth being a part of – a trusted brand with the potential to
unite masses with one common identity and objective.
Our Brand Ambassadors – the nation’s cricketing heroes, provide the ideal opportunity
to promote your brand to the masses on both a local and international scale. Needless
to say, every cricket lover regardless of age, nationality or religion can identify with stars
of the caliber of Mahela Jayawardena, Kumar Sangakkara, Angelo Mathews, TM
Dilshan and Lasith Malinga, to name a few.
3 | P a g e

3. OUR STORY
3.1. Blossoming of Cricket in Sri Lanka – A History:
The first recorded cricket match was played in the country as far back as 1832.
Although our nation then known as Ceylon was playing first class cricket in 1905, it was
in the 1975 inaugural world cup that we made our international debut. First-class cricket
in Ceylon, was initially restricted to matches played by combined Ceylon teams
overseas or against touring international sides.
Ceylon played its first first-class match under that name against Marylebone Cricket
Club at Nomads Ground, Victoria Park, Colombo in 1926–27, losing by an innings. The
team's first win came against Patiala at Dhruve Pandove Stadium in 1932–33. The
Ceylonese side competed in the M. J. Gopalan Trophy games from the 1950s, through
the change of name to Sri Lanka, well into the 1970s.
The Sri Lankan cricket team's One Day International debut came in the 1975 Cricket
World Cup and their first One Day International win against a test cricket playing nation
came in the 1979 Cricket World Cup against India.
On 21 July 1981, Sri Lanka was admitted to full membership of the ICC and was
awarded Test Match status. The inaugural Test was played at the Paikiasothy
Saravanamuttu Stadium in Colombo in February 1982 against England; unfortunately, Sri
Lanka lost by 7 wickets.
4 | P a g e

3.2. From Underdogs to Champions – WILLS Cricket World Cup 1996
• Sri Lanka Cricket is proud to have achieved considerable success beginning in
the 1990s, rising from underdog status to winning the Cricket World Cup in 1996.
Since then, the team has continued to be a force in international cricket.
• Subsequent to which, the Lankan Lions reached the finals of the 2007 and 2011
ICC Cricket World Cups consecutively.
• Sri Lanka have won the Cricket World Cup in 1996, the ICC Champions Trophy in
2002 (co-champions with India), have been consecutive runners up in the 2007
and 2011 Cricket World Cups, and have been runners up in the ICC World
Twenty20 in 2009 and 2012.
• The team currently holds several world records, including world records for
highest team totals in all three forms of the game, Test, ODI and Twenty20.
3.3. Notable Milestones – A Gist:
• Won the 1996 Cricket World Cup hosted by India, Sri Lanka & Pakistan
• Semi Finalists in the 2003 ICC Cricket World Cup hosted by South Africa
• Champions of the Asia Cup in 1986, 1997, 2004 and 2008
5 | P a g e

• Runners up of the 2007 ICC World Cup hosted by West Indies
• Runners up of the 2009 ICC World Twenty20 hosted by England
• Semi Finalists in the 2010 ICC World Twenty20 hosted by West Indies
• Runners up of the 2011 ICC Cricket World Cup jointly hosted by India, Sri Lanka &
Bangladesh
• Runners up of the 2012 ICC World Twenty20 hosted on home soil
3.4. World Cup records by Sri Lanka
• Highest team total – 398/5 against Kenya in 1996.
• Highest opening partnership – 282 by Upul Tharanga(133) and Tillakaratne
Dilshan (144) against Zimbabwe in 2011.
• First 200 run opening stand in World Cup Cricket – 282 by Upul Tharanga(133)
and Tillakaratne Dilshan (144) against Zimbabwe in 2011.
• Highest partnership (runs) – 282 for the first wicket by Upul Tharanga (133) and
Tillakaratne Dilshan (144) against Zimbabwe.
• Most number of runs – Sanath Jayasuriya (1165) in 38 matches.
• Highest individual score – Aravinda de Silva (145) against Kenya in 1996.
• Most number of matches played – Muttiah Muralitharan (40).
• Best individual bowling – 6/25 by Chaminda Vaas against Bangladesh in 2003.
• Most number of dismissals (includes wicket-keeping) – Kumar Sangakkara (32) in
21 matches.
• Most number of wickets – Muttiah Muralitharan (68) in 40 matches.
6 | P a g e

• World's only bowler to take four wickets in four consecutive balls – Lasith Malinga
against South Africa in 2007.
• World's only bowler to take two World Cup hat-tricks – Lasith Malinga against
South Africa and Kenya in 2007 and 2011.
• First Sri Lankan bowler to take a World Cup Hat-trick – Chaminda Vaas against
Bangladesh in 2003.
• World's only bowler to have taken a World Cup Hat-trick in the first three balls of
a match – Chaminda Vaas against Bangladesh in 2003.
• Sri Lanka walked off with a 210-run victory against Canada at Hambantota on 20
February 2011, the seventh largest margin in World Cup history.
4. GLOBAL EXPOSURE THROUGH MEDIA CHANNELS
With a global following of over 600 million TV viewers for an average series, brand
coverage via Television alone is significant, aside from print and electronic media. With
global audiences having more and more access to media channels such as Youtube,
live streaming sites etc. – we live in an age where almost everyone, from every walk of
life, has access to some sort of news medium – be it print or electronic.
Avenues of exposure:
Branding on the clothing would be captured by International TV Broadcasters
providing live coverage of matches streaming to global audiences of all
backgrounds.
Print and Electronic media captures and features Cricketers in their Playing /
Practice clothing during tours.
7 | P a g e

Cricketers participate in pre / post match interviews and presentations in
branded match / practice clothing, captured on TV / Press.
It may be appreciated that the degree of exposure obtained through our Brand
Ambassadors cannot be compared with that of regular commercials and/or
promotions. With almost cult status, Sri Lanka Cricket’s National Players command
attention and focus no matter what part of the world.
8 | P a g e

5. INSTADIA BRANDING/ADVERTISING
Advertising via boards located around the perimeter of the playing field during
international bi-lateral tournaments.
Given the clutter of advertising that bombards us constantly - whether on billboards, in
the print media, radio, internet, or on television - only a market savvy brand is able to
deliver its message to its target audience. Sport as a medium of advertising offers
infinite value to a finite number of sponsors and brands. This is because only a certain
number of sponsors can participate in one event, and, important matches are repeattelecast
any number of times after the first screening. With TV advertisement rates
skyrocketing during international cricket matches (where the bang for bucks is
maximum), clients with limited budgets can get amazing returns on investment through
instadia branding.
9 | P a g e

6. SCOPE OF SPONSORSHIP:
The sponsorship will be effective for a period of three (03) years commencing
June 01, 2013 to May 31, 2016, covering all bi-lateral Tests, One Day Internationals
and T20 Internationals stipulated in the ICC’s Future Tours Programme.
The Sponsorship shall cover both the Sri Lanka National Men’s Team and Sri
Lanka National Women’s Team.
The sponsor shall be afforded the status of “National Team Sponsor for Sri Lanka
National Men’s and Women’s Teams”.
7. BENEFITS ENJOYED BY OUR SPONSOR:
Attendance of the Sri Lanka National Men’s and Women’s Teams reasonably
requested by the Sponsor for one event / goodwill function (respectively) in Sri
Lanka per year.
Attendance of the Sri Lanka National Men’s and Women’s Teams for not more
than three photographic sessions during the term of the sponsorship (in Sri
Lanka) in sporting apparel posing as a Team, once every twelve (12) months.
The sponsor with the prior written consent of Sri Lanka Cricket and the Team
members is entitled to use such photographs taken collectively of the team in
any of its promotional activities / advertisements in one campaign per year. The
Sponsor is permitted to use photographs taken collectively of the team, only for
the express purpose of promoting the Sponsor’s products or services only.
The Sponsor shall be afforded a signature bat of the Sri Lanka National Men’s
and Women’s Teams per bi-lateral series , for its archives and not for sale.
10 | P a g e

Eight (08) Perimeter Boards (‘A’ Boards) in size 20ft x 3ft display area, during all bilateral
matches conducted by SLC in Sri Lanka.
Display of Sponsor Logo as per ICC Clothing rules & regulations on all match
clothing sported by the Sri Lanka National Team during bi-lateral tours.
Display of Sponsor Logo on the front of Practice Clothing and practice bib.
Attendance of a minimum of one national cricketer at the Press Conference
held by the Sponsor announcing the association with SLC.
Availment of complimentary tickets (general) not exceeding 30 in number and
10 VIP with Hospitality invitations for all bi-lateral tours played in Sri Lanka.
A free full-page advertisement in any official souvenir published for each tour in
Sri Lanka.
Free selling rights for sponsors products during inbound bi-lateral tours hosted by
SLC, provided it is not in conflict with the title sponsor.
The display of one branded banner in reasonable size in Sri Lanka dressing room
visible to the grounds.
The placement of two branded banners in reasonable size during net practices
without obstructing training / practices.
The placement of ‘web banner’ on Sri Lanka Cricket website and linkage of own
website.
Use of SLC Logo in all Sponsors promotional material, campaigns, literature etc..
Display of Sponsor Logo on SLC website and email footer.
11 | P a g e

8. BRANDING OPPORTUNITIES AVAILABLE
PLAYING SHIRT - ODI & T20I (Front)
12 | P a g e

PLAYING SHIRT – Test (Front)
13 | P a g e

PLAYING SWEATER – ODI & T20I (Front)
14 | P a g e

PRACTICE SHIRT
15 | P a g e

BIB
(sported by reserve Players on the sidelines and during practice)
16 | P a g e

9. SUBMISSION OF PROPOSALS
9.1. Applicants meeting the required criteria are required to submit their proposals
under sealed cover with “Official National Team Sponsor” marked clearly on the
top left hand corner of the envelope, addressed to ‘CEO, Sri Lanka Cricket, No.
35, Maitland Place, Colombo 07, Sri Lanka’ on or before 5.30 p.m. on January 31,
2012.
9.2. Applicants are requested to include the following with their proposal:
• Company Profile
• Details of Board of Directors / Owners etc.
• A bid bond from a Bank acceptable to SLC to the value of 2% of the value of
the offer. The Bid Bond shall be valid for a period not less than three months
from the last date of acceptance of proposals.
9.3. Payment terms for settlement of a minimum financial consideration of
US $ 7,000,000 (plus taxes) across the period of three years to be provided.
For the avoidance of doubt the minimum sum of US $ 7,000,000 (plus taxes) shall
constitute,
i. Minimum of US $ 6,000,000 for Sponsorship of the Sri Lanka National Men’s
Team
ii. Minimum of US $ 1,000,000 for Sponsorship of the Sri Lanka National Women’s
Team
9.4. All proposals shall be made in United States Dollars (US$) or Sri Lanka Rupees.
9.5. All offers / proposals shall be valid for a period of three months from the final
date of acceptance of proposals.
17 | P a g e

9.6. Upon award of sponsorship rights, the successful applicant shall provide a Bank
Guarantee for the remaining value of Sponsorship not settled upon signing of the
Agreement, to be valid during the continuance of the sponsorship period.
9.7. Sri Lanka Cricket in its sole discretion shall have the unfettered right to accept
any proposal, reject any proposal, reject all proposals or award rights to
whomever SLC in its sole discretion deems most beneficial and in the best interest
of Sri Lanka Cricket.
10. TERMS OF CONTRACT
The successful Applicant will be required to enter into a formal contract with Sri Lanka
Cricket for the term of Contract. The Agreement shall be governed by and construed
according to the laws of Sri Lanka. Competent Courts of Sri Lanka shall have the
exclusive jurisdiction to hear and determine any dispute between the Parties arising out
of or in connection with or under the Agreement.
11. CONCLUSION
Being a globally recognized brand that is truly Sri Lankan, Sri Lanka Cricket takes
immense pride in its Cricketing Heroes and National image – as such, we are constantly
striving to achieve our best both on and off the field, enriching the standard & quality of
the beloved game of Cricket and upholding the image of our glorious island nation.
Partnering Sri Lanka Cricket in this endeavour will undoubtedly provide your esteemed
establishment with not only global exposure and awareness but also the satisfaction of
knowing that your organisation has played a part in the success story – i.e.
achievements of the Sri Lanka National team in the international cricketing arena.
the
18 | P a g e

12. CONTACT US
We thank you for your interest shown in partnering Sri Lanka Cricket. Please do not
hesitate to contact the undersigned for any further information and/or clarification.
Vajira Dassanayake
Head of Marketing & Communications
No. 35, Maitland Place
Colombo 07
Phone (Gen) : +94 11 2681601- 4; Ext 272
Mobile : +94 77 7751900
E-mail
: vajira.dassanayake@srilankacricket.lk
Website : www.srilankacricket.lk
Fax : +94 11 4722236
19 | P a g e