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ESS retains title of Asia Cup to promote STAR Cricket

21-June-2008
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ESS retains title of Asia Cup to promote STAR Cricket

ESPN STAR Sports has retained the title of Asia Cup 2008 to promote STAR Cricket, its 24-hour cricket channel, in the Indian subcontinent. All the 13 matches of ‘STAR Cricket Asia Cup' will be broadcast exclusively on ESPN and STAR Cricket starting June 24, 2008.

Speaking on the association of STAR Cricket with the Asia Cup, 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 where all the major cricket forces from the subcontinent including India, Pakistan, Bangladesh and Sri Lanka are participating. 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 multiple sponsors for the tournament including Ultratech Cement, Bharti Airtel and Havells. The Future Group and Maruti Suzuki have also been roped in as associate sponsors. Other major clients who will advertise during this tournament include TVS, Nestle India, Amway India, Birla Sunlife Insurance, Tata Teleservices and GM Pens.

ESPN STAR Sports has lined up an array of international stars as commentators. A panel comprising ESS presenter Harsha Bhogle along with experts like Ian Chappell and Marvan Atapattu will be based in the network’s Singapore studios. The on-site commentary team has been divided into two parts because of simultaneous matches in the first phase. For the Lahore leg, the commentators will include Ranjit Fernando, Waqar Younis, Athar Ali Khan, Ranil Abeynaike and Bruce Yardley. For the Karachi leg, Danny Morrison, Rameez Raja, Wasim Akram, Aamir Sohail and Arun Lal will take charge.

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