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Telecom giant Bharti Airtel won the Indian cricket team's home series sponsorship rights for a period of three years.
Airtel won the sponsorship rights for all the three formats of the game for a period starting from September 1 this year to March 31, 2013 for a staggering Rs 3.33 crore per game.
The deal was finalised after a meeting of the Board of Control for Cricket in India marketing committee in Mumbai.
"Bharti Airtel has won the Series Sponsorship Rights for the period of 2010-2013 with a bid amount of 3.33 crore per Test/ODI/T20 International," BCCI secretary N Srinivasan said in a statement.
Airtel won the rights from sports management firm World Sports Group (WSG), which was not permitted to submit, bids this time.
According to the deal, Airtel will also get to advertise its brands on prime spots at the grounds and even the stumps will carry the company's brand name.
About 10 corporate houses, including major telecom brands like Idea and Aircel, and firms like Future Group, Hero Honda and Micromax, were in the running for the sponsorship rights.