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Peps India lays down Asia Cup sponsorship

Mattress manufacturer Peps India has reached an agreement to become the central associate sponsor of the 2014 Asia Cup international cricket tournament.

The deal includes advertising visibility for Peps’ Restonic brand, with the tournament due to commence in Bangladesh next week.

K Madhavan, managing director at Peps India, said: “Cricket is like a religion in India and there have been times when the entire country grinds to a halt when there is a game being played. We know that Peps India can only gain tremendously by this association.”

Earlier this month, electronics brand Arise India took the title sponsorship rights to the Asia Cup, while incense stick manufacturer Cycle Pure Agarbathies holds a co-naming rights designation.

India, Pakistan, Sri Lanka, Afghanistan and host nation Bangladesh will play each other once during the round-robin phase of the one-day international 50-over competition. Pakistan and Sri Lanka meet in the opening match on February 25 and the top two teams from the group stage will contest the tournament final on March 8.