The Asian Cricket Council (ACC) has written to the Board of Control for Cricket in India (BCCI) regarding finalising the Asia Cup schedule at the earliest, citing concerns from media rights holders and sponsors over potential revenue losses.
Uncertainty over the Asia Cup schedule has raised serious concerns amongst sponsors and media rights holders. Both the sponsors and the ACC are urging the BCCI to finalise the schedule by the end of this week.
“We have been informed that, in the absence of this information, their ability to plan effectively, allocate resources, and execute their campaigns is significantly constrained” In one of the communications, the ACC stated.
“In addition to highlighting the challenges being faced, the media rights partner has also referred to obligations under the Agreement that begin 60 to 90 days prior to the start of the 2025 tournament.”
“Our sponsorship rights partner, TCM, has outlined significant commercial concerns, particularly regarding the timelines required for effective monetization and activation planning.
“Additionally, with several major ICC and international events scheduled around the same period, both Sony and TCM have expressed apprehension that any further delays could lead to missed commercial opportunities – losses that may be irrecoverable due to scheduling constraints and limited lead time.
“We believe any further delays could potentially expose us to claims of breach of agreement from our partners, who may seek compensation or request discounts as a result.”
