MICROMAX INFORMATICS Limited, the 12th largest mobile handset manufacturer in the world, will title sponsor cricket’s Asia Cup 2012 for the second consecutive occasion.
In a deal struck with rights agency Nimbus Sport, the event will be now titled the Micromax Asia Cup 2012.
Micromax signed on as title sponsor for the 2010 event at a reported cost of $2m. Frontloaded values the new deal at between $2m and $3m.
The Asia Cup features the top four cricket teams on the subcontinent (India, Pakistan, Sri Lanka and Bangladesh) and will be hosted by Bangladesh this month.
Commenting on the association, Vikas Jain, Business Director, Micromax said: “The sponsorship addresses our commitment towards building a brand that echoes the pulse of the younger generation.”
The television coverage of the series is being produced by Nimbus Sport and the broadcast TV partner in India will be Neo Cricket, India’s number one sports channel.
The event will also be broadcast globally and Nimbus Sport expects to make a separate announcement on revealing the broadcast partners across the world.
Micromax holds the number three position among handset manufacturers in India as with a market share of 6.9 per cent for the full year 2011.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen