MUMBAI: Nimbus Sport, Asian Cricket Council?s marketing agency, has sold the 2014 Asia Cup broadcast rights to Neo Prime for India, Bangladesh and Sri Lanka.

Nimbus Sport is the sports marketing arm of Nimbus Communications, which is also the parent company of Neo Sports Broadcast, the company that owns and runs Neo Prime and Neo Sports.

Neo Prime has also secured the first right to renew for the next three Asia Cup tournaments leading up to 2020. The rights acquired covers India as well as Bangladesh and Sri Lanka markets.

Asian Cricket Council CEO Ashraful Haq said, "The Asia Cup is our marquee event and we have constantly strived to boost its standing through long term deals with trusted business associates. We are pleased to announce the extension of Neo Prime as our broadcast partner for the Asia Cup in India."

Neo Sports Broadcast COO Prasana Krishnan said, "We are delighted to add the extension of the Asia Cup rights to the growing list of long term deals that Neo has with quality international sporting events and federations. The Asia Cup has always been a treasured property for us."

The 2010 and 2012 edition of the four-nation tournament was also broadcast on Neo Prime (then Neo Cricket). The cricket channel was last year rebranded as Neo Prime by Nimbus following the loss of tent pole BCCI rights.