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Prayag adds Nidahas Trophy to cricket portfolio

Indian bathroom fittings manufacturer Prayag has agreed a deal to sponsor the Nidahas Trophy, a Twenty20 cricket tournament that is currently being contested by the national teams of Sri Lanka, India and Bangladesh.

The tournament got underway in Colombo, Sri Lanka on Tuesday and runs until March 18. It is being held to celebrate Sri Lanka’s 70 years of independence.

Prayag has been named as an associate sponsor of the event and will seek to leverage the partnership to strengthen its position in the south and east Asian markets.

Prayag chief executive Nitin Aggarwal said: “For us, it’s a matter of great pride to win associate sponsorship of this international cricket tournament which will definitely help us in reaching to millions of young consumers who remain deeply connected with cricket.

“With this sponsorship, we are reinforcing our commitment to our consumers around the globe and delivering on our promise of promoting young Indians through sports.”

Prayag’s cricket portfolio has included the Prayag Cup one-day international tournament, Asia Cup and Indian Premier League franchise Kings XI Punjab.