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Wednesday, 12 March 2014 00:07 - - {{hitsCtrl.values.hits}}
Bharti Airtel, a leading global telecommunications company with operations in 20 countries across Asia and Africa, yesterday announced its appointment as principal sponsor of the 108th Battle of the North cricketing encounter 2014.
True to its promise of enriching lives, this partnership sees Airtel Lanka venturing into the sponsorship of cricket for the very first time in a region where it is the preferred telecommunication services provider, thus contributing positively towards uplifting of the sport within the northern region of Sri Lanka,.
The traditional cricketing encounter which is fondly referred to as the ‘Battle of the North’ is the annual cricketing tournament or ‘big match’ played between traditional rivals Jaffna Central College and St. John’s College, Jaffna. This commenced in the year 1904 and is currently considered the third oldest and the most prestigious inter-school cricket competition held in Sri Lanka. It is also the only ‘big match’ encounter that is played within the northern region of the country.
This encounter which was traditionally a two day match was upgraded to a three day encounter in 2004 while the limited over match was introduced in 2003. Out of the 107 matches played so far, St John’s College Jaffna has won 33 while Jaffna Central have won 27 with 38 matches ending in a draw.
The 108th Battle of the North – a three day cricketing encounter is scheduled to take place on 13, 14 and 15 March 2014 at the Jaffna Central College grounds from 9 a.m. onwards while the limited over encounter will be held on 22 March 2014 at the St. John’s Jaffna grounds from 9 a.m. onwards.
Commenting about the sponsorship Bharti Airtel Lanka CEO/MD Suren Goonewardene said: “As an organisation, Airtel Lanka is always looking for new ways of being relevant to our target group, creating life enriching moments and thereby enriching their lives. We believe that sports provide the ideal platform to achieve this. We are indeed very pleased to partner the 108th Battle of the North cricketing encounter, one of the most prestigious and sought after schools cricketing tournament in the country. For 
Airtel, this is an important occasion as we extend our support for the very first time to the game of cricket and the northern region – where we believe that Airtel is the preferred telecommunications service provider. This reiterating the fact that rare talent is available and needs to be nurtured throughout the country. We also strongly believe in sports development as it plays a key role in the development of future leaders and role models thus creating a progressive community in Sri Lanka.” Airtel Lanka made its foray into the field of sports sponsorships in the year 2012 through its associations with Manchester United and football, rugby, tennis, golf, rowing and basketball. The company has been involved in the development of sports, as evidenced by its various sponsorships at school, district and national levels.
While Airtel Lanka continues to be involved beyond just a mere investment with all its sports sponsorships stakeholders, it is committed to developing local talent to international standards, thus fostering school sports to new heights as well as contributing actively towards the positive development of youth in Sri Lanka.
