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Micromax backs Asia Cup’s switch to Twenty20 mode

Indian consumer electronics company Micromax has acquired title sponsorship rights to the 2016 edition of national team cricket tournament the Asia Cup.

Bangladesh is hosting this year’s competition from February 24 to March 6 and it will now be officially titled the Micromax T-20 Asia Cup 2016.

Traditionally held in the 50-over one-day international format, the Asia Cup is switching to Twenty20 mode this year ahead of India’s staging of the World Twenty20 tournament in March.

Bangladesh, India, Pakistan and Sri Lanka will compete in the Asia Cup, alongside one team that emerges from a qualifying event that will commence later this week.

Shubhajit Sen, chief marketing officer of Micromax Informatics, said: “Sport has always been one of the key pillars for the brand Micromax and the fact that cricket is a culture that connects youth beyond boundaries makes it even more special.”