Traditional heavy spenders on cricket properties Vodafone, car maker Hyundai Motors, Reliance Communications and soft drink major Coca-Cola have decided to stay out of the bidding for the sponsorship of the Indian cricket team with the Board of Control for Cricket in India (BCCI) setting a steep base price to Rs 510 crore for a four-year deal for one of cricket's most coveted sponsorships.

The base price is almost double the Rs 313 crore that Sahara paid for the sponsorship in 2005 and 36 per cent more than the Rs 425 crore that the conglomerate finally paid after the number of matches increased beyond contract stipulations.

The Sahara group is uncertain whether it will rebid, though Bharti Airtel, Hero Honda, sports wear giants Puma and Reebok are planning to consider bidding for the sponsorship. The bid submission deadline is November 24.

Sports management companies also say some new telecom companies have also sounded them out for details of the contract, though this could not be verified.

Vodafone bets big on IPL T20s

Vodafone is a heavy spender on Indian Premier League (IPL) Twenty-20 and World Cup Twenty-20, while Bharti was the title sponsor for Champions League and Coke has been team sponsor in IPL for Knight Riders, among others. Hyundai was also a co-sponsor on the air for IPL Twenty-20 League.

A Bharti Airtel spokesperson declined to comment. Reebok Managing Director Subhinder Singh Prem said: "I will talk to my team and consider bidding for the sponsorship." And a Hero Honda spokesperson merely said: "This is an ongoing process at Hero Honda and we always keep looking for opportunities to further build on our long and fruitful association with sports. However, there is nothing specific new for us to announce."