Fee rises as TCM retains Asian Cricket Council sponsorship mandate

Indian sports management company Twenty First Century Media (TCM) has retained its contract to market sponsorship rights to tournaments staged by the Asian Cricket Council, with the value of the deal rising by 52 per cent over the previous rights cycle.

The ACC said TCM put in a winning bid of $9.45m (€8.53m) for the four-year term spanning 2020 to 2023.

The contract will cover 14 Asia Cup tournaments including the men’s Asia Cup, women’s Asia Cup, Asia Cup Qualifier, Emerging Asia Cup and U19 Asia Cup.

The new partnership will commence with the 2020 men’s Asia Cup which will feature India, Pakistan, Sri Lanka, Bangladesh, Afghanistan and a qualifier team.

TCM landed the contract for the four-year term spanning 2016 to 2019 through a deal agreed with the ACC in January 2016.