The Hindu Business Line : ESPN STAR Sports ropes in sponsors for Asia Cup

Bangalore, June 20 ESPN STAR Sports has retained the title of ‘Asia Cup 2008’ to promote STAR Cricket, its 24-hour dedicated channel on cricket targeted at the Indian sub-continent.

All the 13 matches of ‘STAR Cricket Asia Cup’ will be broadcast live and exclusive on ESPN and STAR Cricket from June 24.

Speaking on the association of STAR Cricket with the Asia Cup, Mr R.C. Venkateish, Managing Director, ESPN Software India Pvt Ltd, said, “STAR Cricket is a dedicated channel for the Indian subcontinent and there cannot be a better association than aligning with the Asia Cup…. I am confident that this branding and marketing initiative will go a long way in promoting the channel further in this region.”

The sports broadcaster has roped in many sponsors for the tournament including Ultratech Cement, Bharti Airtel and Havell’s. The Future Group and Maruti Suzuki have been roped in as associate sponsors. Other major advertisers include TVS, Nestle India, Amway India, Birla Sunlife Insurance, Tata Teleservices and GM Pens.

ESPN STAR Sports has also lined up many international stars as commentators. A panel comprising ESPN STAR Sports’ presenter Harsha Bhogle with experts like Ian Chappell and Marvan Atapattu will be based out of the studios in Singapore. The on-site commentary team includes Ranjit Fernando, Waqar Younis and Bruce Yardley, among others

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