Thilanga says ‘Nidahas Trophy’ was the most successful tri-nation ever in Lanka
View(s):The recent Nidahas Trophy may have been a cricketing disaster after Sri Lanka made a first round exit, but the tournament has been a huge commercial success if the figures quoted by Sri Lanka Cricket is true.
A statement of income and expenditure of the tri-nation cricket tournament between Sri Lanka, India and Bangladesh has generated a net profit of Rs. 943 million (Rs. 942,794,669), an increase of Rs. 748 million as against the projected net profit of Rs. 195 million (Rs. 195,262,619).
In addition to monetary benefits Nidahas Trophy had a lot of fond memories
“We made a turn-over of Rs. 1.38 billion–the highest ever revenue collected for a seven-match tri-series played in this country,” said Thilanga Sumathipala, President Sri Lanka Cricket. “This is the most successful tri-nation tournament ever played in this country. As a tournament it was very successful. We invested in it heavily to increase the market opportunity which has paid us dividends.
Out of the total income, Sri Lanka Cricket has generated Rs. 1.38 billion (Rs. 1,381,109,042) by selling television rights, broadcasting rights, digital rights, sponsorships and advertising, mobile streaming, royalty fees and ticket sales.
According to the document the Sunday Times is in possession, international television rights of the seven-match tournament has been sold to a price of Rs. 691 million (Rs 691,071,005) while the board has made an income of Rs. 187 million (187,379,041) through the sale of international broadcasting rights.
They have also made a whopping Rs. 338 million (338,349,880) through sponsorships and advertising. It has also earned Rs. 46 million (46,431,0000) through the sale of digital broadcast rights. Accordingly SLC has made an income of Rs. 1.26 billion (1,263,230,898) by selling international media rights–television rights, broadcasting rights, digital rights, sponsorships and advertising internationally while the sale of local media rights have earned them an income of Rs. 118 million (Rs. 117,878,143) including Rs. 80 million (80,131,600) derived through the sale of tickets.
The team sponsor Dialog Axiata has also paid a sum of Rs. 16 million as sponsorship fee for unscheduled matches.
The biggest cost of the event was the television production which has cost Sri Lanka cricket Rs. 212 million (Rs. 212,364,225), followed by Rs. 108 million (Rs. 108,180,445) for administration and logistics, Rs. 57 million for players and officials related expenditure and Rs. 51 million (Rs. 51,803,020) on international marketing expenses. The international marketing expenses were 10 times more than what was initially budgeted (Rs. 5 million). Accordingly the event has incurred a total expenditure of Rs. 438 million (Rs. 438,314,373).
The two-weeks long tournament played at the R Premadasa Stadium saw India winning the title in a tense final against Bangladesh in March.