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BCCI ropes in Ceat as strategic timeout partner

MUMBAI: Indian tyre manufacturer Ceat has signed an agreement with the Board of Control for Cricket in India (BCCI) by becoming the strategic timeout partner for the Indian Premier League (IPL).

While the terms of the deal have not been disclosed, former BCCI secretary Sanjay Patel confirmed earlier that Ceat had taken strategic timeout partnership for a cumulative amount of Rs 31.5 crore (Rs 315 million) for three seasons.

“We welcome Ceat as the strategic timeout partner for the Pepsi IPL. The complexion of a T20 game can change with every delivery. This makes the strategic timeout a critical part of every Pepsi IPL game, as it gives the teams the opportunity to discuss and rework their strategy.

“The discussions that take place during the strategic timeout have a direct bearing on the outcome of the game. We look forward to our association with Ceat,” said BCCI secretary Anurag Thakur.

“The Pepsi IPL has emerged as the biggest cricket property in India and given Ceat’s long-term association with cricket, this became the perfect platform for us to come on board. This property allows us to bring salience around the brand through which we hope to build value for our customers in the years to come. Further, this allows us to be synonymous with the Pepsi IPL in the tyre category and bring excitement to both our internal & external customers,” said Ceat MD Anant Goenka.

Introduced during the time of IPL chief Lalit Modi, the strategic timeout has come under a lot of criticism. A petition has also been filed in the Delhi High Court against the strategic breaks over their possible misuse by bookies.

“The strategic timeout of two to three minutes, while the game is being played, is misused as being the only opportunity for interactions between the players and the bookies to influence the result of the match and session and thereby cheat the nation,” read the petition.