Press Releases

PDM Sports & BCCI announce the 'Future Cup' Future Group attains exclusive rights for the India-SA Series in Ireland and India-Pak Match in Scotland
26 September, 2007

PDM Sports and BCCI have announced that 'Future Group' will be the sponsor for the upcoming away series to be held in Jun-July 2007. The series involving 3 matches between India & South Africa in Ireland and 1 match between India and Pakistan in Scotland will be called the 'Future Cup'.

This is the first time one single company will exclusively sponsor and leverage 100% of all sponsorship and advertising opportunities on a cricket event.

Speaking on this occasion, Mr. Kishore Biyani, Group CEO, Future Group, said,"We have been associated with cricket in various capacities before. We believe that cricket is here to stay and we as the Future Group are pleased to be associated with the future of cricket in India. This is the first time that we are taking up the complete sponsorship for a series. The future of India is the youth and this is a good opportunity for the young players to showcase their talent to the World. Future Group is pleased to be a part of this series which is sure to unearth stars for the future."

Said Mr Lalit Modi, Vice-President, Board of Control for Cricket in India, "This is the first time ever in India that a corporate has taken up the complete commercial rights for a series. We thank the Future Group for their timely support and I am sure that together we will build future cricket."

Mr. Shailendra Singh, Jt. MD, Percept Holdings, said, "We are very fortunate to have the 'Future Group' on board as a partner who is as committed to building the future of cricket. India is headed to be the youngest nation by Year 2010. The Future Group recognizes this fact and we are only happy to come together and provide a platform for the future talent of cricket. Percept has been involved with cricket over a decade and will continue to work towards the development of the game across the globe."

"The Future Group has evolved from being a retail company to a multi-product, multi-service Group with multiple consumer touch points. Cricket with its mass consumer connect was the perfect platform and hence the fit. We also believe Future Group identifies with 'India Tomorrow' and so does Future Cricket", continued Mr Singh.

PDM Sports engaged with BCCI and identified the 'Future Group' as the right sponsor for this event. BCCI has confirmed the award of sponsorship and advertising rights to the Future Group.

The India-Pak match is a charity cricket match to mark their 60th anniversary of Independence. This match is expected to raise over $5 million (£2.5 million) for charities in Bangladesh, India, Pakistan, Sri Lanka as well as in the UK. The match is being organized by the British Asian Trust, set up to fund community projects in these areas. The proceeds from the match will be distributed by the Trust.

Future Cup Schedule

  • India & South Africa - 3 match series in Ireland on June 26, 29, and July 1, 2007.
  • India & Pakistan – 1 matchin Scotland on July 3, 2007

Telecast Details

The matches will be simulcast live on Zee Sports & DD National with highlights on Zee Sports & TEN Sports.

PDM Sports has over 12 years of experience in marketing and managing international cricket. As the region's premier sports and entertainment solutions provider, PDM Sports ensures that it brings the best international talent in Cricket production, venue and sports management together in its effort to make cricketing tournaments a grand success.

PDM Sports had recently also bagged the exclusive Marketing, Management and TV Production rights for the Sri Lanka-Pakistan series in Abu Dhabi held from May 18-22, 2007.

Commending PDM Sports on the recent SL-Pak series in Abu Dhabi, Brian Murgatroyd, ICC Manager - Media & Communications, said, "Watching on TV, the stadium at Abu Dhabi, as well as the boards and on-field branding looked great and there was a good crowd and a great atmosphere at the venue. Congratulations to PDM. Please continue the good work!"

PDM Sports has realized upto INR 1000 crores cumulative business in cricket over the past decade through sponsorships, ground rights, production rights and management services.

PDM Sports managed the sponsorship and ground rights for the DLF Cup in Abu Dhabi in April 2006, followed by turnkey Management and TV production for EuroAsia Cup in May 2006.

PDM Sports then managed the sponsorship and advertising rights for DLF Cup, Malaysia, in Sep 2006, followed by the SL-Pakistan ODI series in Abu Dhabi in May 2007.

The Future Cup rights will make it a clean sweep for PDM Sports as they have handled all the BCCI offshore properties since April 2006.

About Board of Control for Cricket in India (BCCI)

The Board of Control for Cricket in India (BCCI) is the apex governing body for cricket in India. As a member of the International Cricket Council (ICC), it represents the Indian Cricket team internationally. BCCI was established in 1929 and the current President of BCCI is Hon'ble Sharad Pawar (elected 29 November, 2005).

About Future Group

The Future Group is designed to cater to the entire Indian consumption space. The Future Group operates through six verticals: Future Retail (encompassing all lines of retail business), Future Capital (financial products and services), Future Brands (all brands owned or managed by group companies), Future Space (management of retail real estate), Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media spaces). The group's flagship enterprise, Pantaloon Retail, is India's leading retail company with presence in food, fashion and footwear, home solutions and consumer electronics, books and music, health, wellness and beauty, general merchandise, communication products, E-tailing and leisure and entertainment. The company owns and manages multiple retail formats catering to a wide cross-section of the Indian society and its width and depth of merchandise helps it capture almost the entire consumption basket of the Indian consumer.