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Hero adds Nidahas Trophy to cricket portfolio

Indian motorcycle manufacturer Hero MotoCorp has been unveiled as the title sponsor of the Nidahas Trophy, a new Twenty20 cricket tournament that will be contested by the national teams of Sri Lanka, India and Bangladesh.

The tournament will be held in Sri Lanka from March 6-18 and has been organised to celebrate the country’s 70 years of independence. The event will officially be called the Hero Nidahas Trophy.

Terms of the agreement were not disclosed, but Sri Lanka Cricket said the partnerships it has signed for the tournament will ensure that the estimated net profit for the event is Rs1bn (€12.7m/$15.5m).

Hero previously served as a global partner of the International Cricket Council and is the current title sponsor of the Caribbean Premier League Twenty20 cricket tournament. The company also served as one of the main sponsors of the recent Sri Lanka tours of the Australia, West Indies and England national teams.

Pawan Munjal, chairman, managing director and chief executive of Hero MotoCorp, said: “Cricket continues to be one of the most popular sports in Sri Lanka and we are glad to extend our association with Sri Lanka Cricket. 

“Hero MotoCorp is a youthful brand and has been associated with a variety of sports for over two decades now. This partnership will further enhance Hero's brand entrenchment in Sri Lanka, which is an important global market for us.”