International Cricket Council (ICC), is planning to reduce the media rights cycle from the previous cycle of 8 years to a new 4 years cycle, indicate some media reports. Apart from this, the ICC is also planning to sell the four-year rights cycle separately in different territories.

Meanwhile, Star Sports, the official broadcaster of ICC T20 World Cup 2021, has hiked the price for 10-second ad space from INR 14 lakhs to INR 18 lakhs, as most of the ad spaces have already been sold, says some media reports.

Also, it is being learned that the price for the ad space for the India Vs Pakistan match, scheduled for the 24th of Oct has been increased to a whopping INR 25 lakhs.

As of now, Star has 14 sponsors on board for the tournament- Dream 11, Byju's, Phonepe, Thumps, Vimal, Havells, JioMart, netmeds.com are co-presenting sponsors, and Akash, Skoda, Whitehatjr, Great Learning, CoinDCX, and Trends are associate sponsors.

Meanwhile, Oppo, MRF Tyres, Booking.com, Byju's, PostPe, Emirates, MoneyGram, Bira, Star Sports, Coca-Cola, Upstox, Nissan, Royal Stag, Dream11, and Jacob's Creek are among the 15 partners inked by the ICC for the T20 World Cup matches.

ICC T20 World Cup 2021 is scheduled to start on October 17th and end on November 14th, a total of 45 matches will be played in UAE and Oman.