TCM retains Asian Cricket Council sponsorship rights

Delhi-based sports business company Twenty-First Century Media has bagged the Asian Cricket Council sponsorship rights for the next four years.

The TCM which also has won the ACC sponsorship rights bid in 2016 will now sell the Asia Cup tournaments’ sponsorship for a second successive term.

The Asian Cricket Council has announced that the Twenty-First Century Media has won the bid for the four-year cycle of the Asia Cup tournaments sponsorship rights from 2020 to 2023.

The ACC Sponsorship rights bidding process meeting in Dubai today (Wednesday) was attended by Nazmul Hassan, President, ACC, Amitabh Choudhary, Chairman, Finance & Marketing Committee, ACC, and the CEO’s of the Board of Control for Cricket in India, Pakistan Cricket Board, Sri Lanka Cricket and Bangladesh Cricket Board.

The winning bid was announced by Nazmul Hassan, President, ACC.

The partnership from 2020 to 2023 will cover 14 key Asia Cup Tournaments including Men’s Asia Cup, Women’s Asia Cup, Asia Cup Qualifier, Emerging Asia Cup and U-19 Asia Cup. The partnership will commence with the Asia Cup to be played in 2020. The tournament will feature Asian cricket powerhouses India, Pakistan, Sri Lanka, Bangladesh, Afghanistan and a qualifier team.

The winning bid was at a price of $9.45 million to be paid for 2020-23 season. This marks an increase of 52% over the value of the previous rights cycle.