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Indian firm lands sponsorship rights to Asian Cricket Council events

The Asian Cricket Council (ACC) has awarded sponsorship rights for its Asia Cup national team competitions to Indian sports management company Twenty First Century Media (TCM).

The four-year contract, running from 2016 to 2019, will cover 10 key Asia Cup tournaments including the men’s Asia Cup, women’s Asia Cup, Asia Cup Qualifier, Emerging Asia Cup and U19 Asia Cup.

The partnership will commence with the upcoming men’s Asia Cup to be played in Bangladesh between February 24 and March 6. The tournament, which will be played in the Twenty20 format, will feature Asian cricket powerhouses India, Pakistan and Sri Lanka, along with host Bangladesh and a qualifier team.

TCM has a strong cricket background having managed the sponsorship of more than 1,000 matches globally including World Cups, Asia Cups, the Indian Premier League and international matches across India, West Indies, South Africa, the UAE and England.

Lokesh Sharma, managing director of TCM, said: “ACC and TCM’s values are closely aligned to develop and grow the sport of cricket across the entire Asian continent. We look forward to working closely with the ACC to create an innovative and exciting cricket experiences for the fans and stakeholders.”