Rs 10 mn for one warm-up match?

Business conglomerate Sahara India has signed a mammoth deal with Rajasthan Cricket Association for match between President's XI and England.

Business conglomerate Sahara India has signed a Rs.10 million sponsorship deal with Rajasthan Cricket Association (RCA) for the warm-up one-day match between RAC President's XI and England to be played in Jaipur on Saturday.

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The record deal secured for Sahara "all in-stadium branding rights" during the match and will lead to the airing of the match live on Sahara One channel, said a statement on behalf of RAC.

The match will be played at the Sawai Mansingh Stadium ahead of the seven-match India-England one-day series.

"This is the first time that a 'non-official' match of this nature has generated such huge sponsorship amounts from corporate India," said the statement.

The Sahara branding will include runner boards around the stadium, the boundary rope, ground logo, billboards, and player kit bags and jerseys.

"Sahara's association with this match outlines the success of the new marketing strategy RCA has adopted to promote marketing of domestic and non-official cricket," said RAC president Lalit Modi.

"Going forward, we hope to drive more such associations for cricket in Rajasthan."

India are leading 1-0 in the three-Test series against England. The third is now on in Mumbai.