Sponsors keen on ICL

It seems that the Indian Cricket League is on the fast track and a number of companies have expressed their interest in investing in it.

According to reports, at least six major companies have expressed interest in investing by way of sponsorships and contracts.

This level of interest comes quick on the heels of the league announcing the names of some of the players who have joined them.

"People are constantly looking for opportunities; advertisers buy audiences and they buy experience. The ICL format takes away the uncertainty of the game like in English football, i.e., the sponsors never lose out."

"Unlike in the World Cup, when we had crores of money riding and we lost, the ICL format takes away the pressure of India not doing well," said Sashi Sinha, CEO, Lodestar Universal.

While it is still early days, advertisers are looking for that little bit extra for their buck, and that even includes Team India sponsor Sahara. In fact, Sahara chairman Subroto Roy told NDTV that he would back the ICL.

NDTV: If you had your way would you back it (ICL)?

Subroto Roy: If it comes to me that we can support it for the good, we will do that.

NDTV: Sahara could be the sponsor of the National cricket team and the ICL?

Subroto Roy: It may happen in the future.

This could cause the biggest ripples with the BCCI because the buck won't stop with them.

"I wouldn't worry about advertising coming my way, that will happen since the product is good. We have the right names, and a lot of advertisers are in touch with us. But our priority now is to put the processes in place," said Ashish Kaul, VP, Indian Cricket League.

In cricket, it is money that makes the ball go round, and it now seems that the ICL will be hurting the BCCI where it is likely to hurt the most, i.e., its coffers.