ESPN Star Sports (ESS) has finalised a broadcast sponsorship deal for the world's most popular football league, the English Premier League.

The one year sponsorship agreement will see Toshiba and Carlsberg Asia Ltd, the other sponsors, enjoying regional association with the 2001/2002 EPL season through a combination of multi-level integrated benefits. This includes on-air entitlements around all 'live' matches and repeats on ESPN and STAR Sports, as well as marketing and on-line benefits.

ESS managing director Rik Dovey has termed the sponsorship agreement with Toshiba and Carlsberg as a fitting partnership, acknowledging "their already strong involvement with football globally." ESPN STAR Sports is a 50:50 joint venture between two of the world's leading cable and satellite broadcasters, ESPN Inc. and STAR TV.

"The popularity of the English Premier League is now at an all-time high, watched by over 165 million people across Asia. Sponsors have been quick to see the benefit of associating with the League, and we are thrilled to be able to provide them with a way to leverage its potential", he said.

Toshiba's sponsorship also extends to Goals! - a presentation of the week's best plays drawn from the Premier, Spanish, Italian and Champions leagues.

The drama and excitement of the EPL season began on 18 August, 2001, covered live by ESS' two channels, ESPN and STAR Sports. Football fans across Asia will be able to watch 165 'live' games and over 1000 hours of EPL programming. There is also a line-up of support news programming throughout the week, including pre- and post-game analyses, predictions and information, a first for English Premier League coverage in Asia. Beyond the coverage on air, there are a series of interactive activities on a newly designed espnstar.com.