Ad Touch and Live Events, a sports management company based in Dhaka, bought the rights of Bangladesh's tour of Sri Lanka and took the initiative to name the Test series as Joy Bangla Cup in honour of the father of the nation, Bangabandhu Sheikh Mujibur Rahman.
Nawaz Shohag, CEO of Ad Touch, informed that his company acquired the rights of the Test, ODI and T20I series' between Sri Lanka and Bangladesh from Sri Lanka Cricket. The company sold the TV rights and slot for the co-sponsors but retained the title sponsorship rights of the Test series in order to name it Joy Bangla Cup.
“I suddenly realised that the first Test starts from March 7 (Tuesday). That is when we decided not to sell the rights for the Test series. March 7 is the day when Sheikh Mujibur Rahman had held the historic meeting at Ramna race course. On this day, he delivered his famous speech that inspired the whole country to fight for freedom,” Shohag told Dhaka Tribune on Monday.
“This is the same month when our father of the nation was born (on March 17). At the same time, the second Test of the series - Bangladesh’s 100th – will be held.
“Keeping these occasions in mind, I thought of giving a special name to the Test series. To be honest, I did not do any public announcement of it intentionally. I do not want people to say I wanted to take credit by doing this. But this has come out in the media anyways,” the Ad Touch CEO added.
Ad Touch, established in 2008, has purchased rights of 16 international events in Bangladesh, Sri Lanka, India and Dubai till date.
The first Test between Sri Lanka and Bangladesh begins in Galle on Tuesday while the second five-dayer starts next Wednesday at P Sara Oval in Colombo.
The three-match ODI series gets underway on March 25, followed by the two-match T20I series, scheduled to begin on April 4.