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Prayag takes plunge into Asia Cup partnership

Indian bath and sanitary products manufacturer Prayag has reached an agreement to become an associate sponsor of the 2014 Asia Cup one-day international cricket tournament.

The deal increases Prayag’s cricketing presence in the Indian subcontinent, as the company has been an official team partner of Indian Premier League Twenty20 team Kings XI Punjab for the past two years.

Sport marketing group ITW and Technology Frontiers, which is responsible for executive sponsorship and brand promotion activities at the Asia Cup, worked with Prayag to broker the deal.

Earlier this week, mattress manufacturer Peps India also signed as an Asia Cup associate sponsor, while electronics brand Arise India is the naming sponsor and incense stick maker Cycle Pure Agarbathies holds a co-naming rights designation,

The Asia Cup takes place in Bangladesh from February 25 to March 8 and features the host nation alongside India, Pakistan, Sri Lanka and Afghanistan.