IEC in Sports has been awarded the exclusive distribution rights for broadcast of the 2010 Asian Cup and the Euro-Asia Challenge (Asia-leg), by the Asian Table Tennis Union (ATTU).

IEC will also distribute the Asian Table Tennis Championships, which takes place next week in Lucknow, Uttar Pradesh, India. Broadcast is confirmed across the Middle East, China, Japan, India, Singapore and Hong Kong. Indian state broadcaster Doordashan is host broadcaster.

IEC has a long history in table tennis, having held the broadcast rights for major ATTU events since 2002 and having been involved with the International Table Tennis Federation since 1996.

“This is a major step for table tennis in India and will promote the sport to a whole new domestic audience as well as millions of table tennis fans via television,” said D R Choudhary, secretary general of the Table Tennis Federation of India (TFFI).

Jonas Persson, chief executive of IEC in Sports added: "With eyes on India and the upcoming Commonwealth Games, it's reassuring to see excellent preparations on this event that involves World Champions and Olympic and Asian Games medallists."