The Nike logo may not appear in the Indian cricket team’s jersey anymore as the BCCI and the kit manufacturer are locked in a tussle over contract renewal.

The BCCI is already facing pressure to revisit its sponsorship deals after the India-China border clash earlier this month.

See Also: IPL governing council to review sponsorship deals after India-China border clash

If the tension between both countries doesn’t ease off soon, the board may have to let go of Chinese smartphone maker Vivo as the title sponsor of the Indian Premier League. Notably, the BCCI gets INR 440 crore annually from Vivo for the five-year deal slated to expire in 2022.

“Nike’s current deal as ‘kit partner’ of the BCCI is ending in September. It was a four-year deal worth Rs 370 crore, which included Rs 85 lakh per match fee and a royalty of over Rs 30 crore to the board,” a top source in the BCCI told Economic Times. “Nike’s business has greatly suffered during the lockdown and it is seeking extension for lost time at a discount. The board may not agree and we may have to come up with tender for the position.”

Team India has had to suspend 12 international matches during the COVID-19 lockdown. These included South Africa’s tour to India, and India’s tour to Sri Lanka and Zimbabwe.

“Knowing the BCCI, I doubt they will agree to a contract extension or even a discount,” a sports marketing expert, who has dealt with the board in the past, told Economic Times. “The BCCI should not play hardball now or they will see risk alienating sponsors who are in dire straits due to the economic slump.”

Considering the fact that cricket has been on a hiatus since March, sports marketing experts feel that this was the right time for the brands to bargain and secure the best deals.

“Globally, as live sports have come to a grinding halt, constant discussions have taken place between governing bodies, leagues and franchisees about the lost time for sponsors,” said R Ramakrishnan, a cofounder at sports marketing firm Baseline Ventures. “Preserving and extending these partnerships should be the main objective right now.”

Nike is one of the oldest partners of the BCCI as their association dates back to 2006.

(Inputs from Economic Times)