Micromax Informatics bags title sponsorship for T-20 Asia Cup 2016

Star India is the official media rights holder for the Asia Cup tournaments. The television coverage of the entire series is being produced and broadcast by Star Sports.

The consumer electronics company Micromax Informatics has bagged the title sponsorship rights for the cricket tournament T-20 Asia Cup 2016, which will be held in Bangladesh from February 24-March 6, 2016. The company has entered into an agreement with Twenty First Century Media, a sports marketing and management company for the event, which will be now called Micromax T-20 Asia Cup 2016.

Star India is the official media rights holder for the Asia Cup tournaments. The television coverage of the entire series is being produced and broadcast by Star Sports.

Asia Cup is one of the world's premier cricketing events which features the top four cricket teams of the sub-continent (India, Pakistan, Sri Lanka and Bangladesh), battle it out to secure the title of Champions of Asia. The tournament will also be a pre-cursor to the World T-20 which will be held later in March in India.

Commenting on the association, Shubhajit Sen, chief marketing officer, Micromax Informatics, says, "Sports has always been one of the key pillars for the brand Micromax and cricket connects the youth beyond boundaries. This is the first time that Asia Cup will be played in a T-20 format, and we are sure that the upcoming Asia Cup series will bring more edge-of-the-seat entertainment to cricket fanatics from across the globe. This sponsorship reiterates our commitment towards building a brand that echoes the pulse of the youth."

Announcing the sponsorship, Lokesh Sharma, managing director, Twenty First Century Media, states, "Micromax is a vibrant brand, close to the heart of youth; one which is a good match to the dynamic and vibrant nature of this event. As we come together to present an action-packed cricket series of the year, we expect this event to be bigger and grander than ever."

Thilanga Sumathipala, president, Asian Cricket Council, adds, "ACC is delighted to have Micromax as the title sponsor and we look forward to work together to deliver a successful event."

Micromax Informatics, according to Counterpoint Research, is one of the leading consumer electronics company in India and the 10th largest mobile phone player in the world. It currently claims to be the largest mobile vendor in India with a market share of 22 per cent in Q3 of 2014 (Canalys Report). The brand's product portfolio embraces more than 60 models, ranging from feature rich, dual-SIM phones, 3G Android smartphones, to tablets, LED televisions, and data cards.

The company has its operations across Russia and the SAARC markets. Micromax claims to sell more than 3.5 million mobility devices every month, with a presence in more than 560 districts through 1,30,000 retail outlets in India.