Star India is believed to be in line to raise Rs 100 crore from the upcoming Asia Cup cricket tournament which is to be held from 25 February to 8 March 2014 in Bangladesh. The Asia Cup features the national teams of cricket crazy India, Pakistan, Sri Lanka, Bangladesh and Afghanistan which will be vying to lift the trophy. The on-ground action is to be telecast on its Star Sports channels and is believed to be attracting 10 second air time rates between Rs 1.80 lakh to Rs 2.50 lakh from advertisers. Star India sports business head Nitin Kukreja told agencies that 90 per cent of the channels air time inventory has been sold off. This apart, mainline brands such as Nokia India, Idea Cellular and United Spirits have come on as presenting sponsors. Other brands which have signed up with Star Sports as associate sponsors include Tata Motors, Birla Sunlife Insurance and Perfetti India. Star India which has both the on-air and on-ground selling rights had in early February announced that it had roped in Arise India as the ground title sponsor while Cycle Pure Agarbathies, Daikin, Savsol Lubricants and Peps Mattress had also hopped on board as ground sponsors.