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Star brings Arise India on board for Asia Cup

The Star India broadcast subsidiary of media company 21st Century Fox has sold the title sponsorship rights for the 2014 Asia Cup international cricket tournament to electronics manufacturer Arise India.

Star holds the broadcast and ground sponsorship rights to the one-day international tournament, which will be contested by India, Pakistan, Sri Lanka, Bangladesh and Afghanistan.

Incense stick manufacturer Cycle Pure Agarbathies holds a co-title sponsor position for the tournament which will now be known as the Arise Asia Cup 2014 powered by Cycle Pure Agarbathies.

Nitin Kukreja, head of sports business at Star India, said: “We are delighted to have Arise India as the title sponsor of Asia Cup 2014. The tournament is getting interesting traction from the advertising fraternity. We are focusing on monetising the on-air sales.”

The teams will play each other once in the round-robin phase of the Asia Cup, beginning with the February 25 game between Pakistan and Sri Lanka, before the top two nations meet in the March 8 final. Bangladesh is to host the event ahead of its staging of the World Twenty20 competition, which is slated to go ahead despite security concerns.