Shilpa C, Student, Apeejay Institute of Mass Communication

Sahara India withdrew its sponsorship of the Indian cricket team and Pune Warriors on Saturday hours ahead of the IPL auction for season five, after the BCCI turned down the franchise’s request that the price of their marqueee player Yuvraj Singh be added to their overall purse for the auction.

“We really feel such one-sided emotional relationship cannot be dragged on any further. We are withdrawing from all cricket under the Board of Control for Cricket in India (BCCI),” Sahara, who chose not to be present at the IPL-5 players auction, said

“It was ICC’s decision so we could realise that it was for no fault of BCCI and we also did not want the players to suffer. As per the rules, we were not supposed to pay sponsorship money for those matches but we still paid the players share of the amount in entirety. Sadly, we never found BCCI believing in genuine give and take.” Sahara said.

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