After Sahara, it is the Tata Group. Exploring fresh avenues for sponsorship, English Premier League giants Manchester United have turned their attention to the $62.5 billion Indian conglomerate. This time, however, it is not for sponsoring the team’s shirt, it is learnt.
Sources at Bombay House - the Tata group’s headquarters - confirmed that they had received a proposal from Manchester United. They, however, declined to reveal the specifics (the category) of the sponsorship.
Manchester United launched their foray into India early this year, sending a proposal to Sahara for sponsoring the team’s shirt after the meltdown-hit American Insurance Group (AIG) - whose name is currently emblazoned on the jerseys - announced that they wouldn’t be renewing their contract.
Apparently, the proposed deal with Sahara was heftier than the present one with AIG, which is worth around 56.5 million pounds.
While Manchester United officials have always maintained that they have been zeroing in on potential sponsors around the world, their focus on India in the past few months is an unmistakable sign that they have sensed a vast financial potential waiting to be tapped in this country.
Also, with UK being Tata’s leading international market with revenues over $7 billion - the group has also acquired prominent brands like Tetley, Corus, Jaguar, Land Rover amongst others - it is only natural that Manchester United have devoted their energies to wooing them.
Tatas earlier forays into international sport included part sponsorship of Narain Karthikeyan in Formula One when he drove for Jordan in 2005. This year, their logo will be displayed on the Ferrari F1 machine. In any case, their association with the Italian auto heavyweight goes back in time with Tata Consultancy Services being Ferrari’s technology partner for over three years.
Says brand consultant Harish Bijoor: "The Tata group has a massive business-to-business (B2B) footprint across several countries and an association with a well-known international sports club would help it develop a business-to-consumer (B2C) footprint. A popular game like football is an excellent way to take the brand forward. Also, the group has a heritage of associating with various sportsmen in the country and this (involvement with Man United) would be an extension."
Meanwhile, in another development, famed bookmakers Paddy Power have reportedly begun betting on the next shirt sponsors for the club. NBTY, manufacturers
of nutritional supplements from the US, top the list. Sahara are second and Tatas are third favourites. It is learnt that Pepsi and McDonalds too are in the race.
