MUMBAI: After much eyeballing, finally a deal is in place. Nimbus Communications, the BCCI's global media rights partner and media buying powerhouse GroupM have reached mutually agreeable terms for broadcast of airtime for the ongoing India v England 2006 series.

This paves the way for clients such as Pepsi, Hero Honda, Hutch and various other leading advertisers on cricket to work out advertising opportunities on both Sahara One and Doordarshan on the current series.

A joint statement issued by the two companies says the agreement "lays the platform for a four-year strategic vision to develop various opportunities and platforms for advertisers of the group on Indian cricket on television."

Signs that an agreement was in the offing were clear last week itself when Nimbus announced that it was in negotiations with a two wheeler brand (Hero Honda), a mobile telco (Hutch), a beverages company (Pespi) and a multinational TV/durables brand, all of who have a strong relationship with cricket.

Last week, Nimbus had secured a deal with advertisers such as TCL, Raymonds, Asian Paints, Ambuja Cements, Colgate, Ranbaxy and BSNL for the series. These advertisers came on board after the first India England Test series got over.

Nimbus managing director and CEO Akash Khurana said, "Nimbus has a strategic relationship and shared vision vis-à-vis cricket with several leading advertisers. We are delighted that Group M shares the same vision and look forward to breaking new ground in the years to come."

Nimbus is also the exclusive ad sales agency appointed by Global Cricket Corporation (GCC) for the ICC Champions Trophy 2006 and ICC Cricket World Cup 2007 broadcasts on Doordarshan.

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