A total of 24 National Federations are currently affiliated with the ACC, with the continental body organising the biennial competition, the Asia Cup, which India has won on seven occasions.

Every two years, the tournament switches between T20 and one-day international formats.

India, Pakistan, Bangladesh, Afghanistan and Sri Lanka have qualified for the 2022 tournament, with a sixth nation to join them after a qualifier in August.

The next edition is scheduled to take place from August 27 to September 11.

"The ACC is untapped in terms of commercialization and sponsorship," said ACC head of commercial and events Prabhakaran Thanraj to Forbes.

"Jay Shah wanted to see how could we create more visibility for the ACC and explore the possibilities with this property.

"The men's Asia Cup is where almost all the funds come from for the ACC.

"Monetisation will help put funds back into cricket."

Thanraj added that the Asia Cup could become an annual event to capitalise on matches between India and Pakistan, while a resurrection of the Afro-Asia Cup - which would see African teams play too - is being considered.

A new logo has been added too, ending over 30 years without its change, with more expected to shift besides the brand.

"A revamp of the ACC is hoped to give confidence in associate nations and we are particularly focusing on women's cricket and how to monetise and ensure it is commercially viable," added Thanraj.

"We want to show the world what we are doing and work with different regions.

"We want to be a bridge across the continents."

Shah was elected President of the ACC in 2021.