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ESPN Star Sports, the International Cricket Council’s global distribution and broadcast partner, has renewed its partnership with Eurosport Group for this year’s ICC World Twenty20.

At the same time, the Asian sports broadcaster announced the launch of educational campaign ‘What is Cricket?’ to continue building the event’s growing popularity in Europe.

The ‘What is Cricket?’ initiative aims to bring the tournament closer to fans in Europe with five-minute promotional clips that introduce key elements of the sport and explain what makes the World Twenty20 so exciting to watch.

ESPN Star Sports and Eurosport Group have also collaborated to increase the number of languages the event is broadcast in to 15.

Eurosport Group will broadcast 23 matches, including 14 live games, from the ICC World Twenty20 held between April 30 and May 16.

ESPN Star Sports’ managing director Manu Sawhney said: “We’re very pleased to continue our partnership with Eurosport Group to showcase the ICC World Twenty20 event across continental Europe.

“This event enjoys a strong following across the region and we’re committed to building on that popularity further with the ‘What is Cricket?’ campaign together with the ICC and Eurosport Group.

“This unique educational campaign builds on the ICC World Twenty20’s growing appeal after last year’s efforts to localise the event, and will go a long way in taking the game to new heights in the continent and bringing in new audiences for the future.”