The challenge of building sports brands in India
Bindu Nair
Few sports fan are as passionate as those in India. But as members of a panel discussing building and monetizing the sports ecosystem at the 2014 FICCI Frames conference – an event held in Mumbai in early 2014 – were quick to remind delegates, pursuits beyond cricket often receive scant attention from viewers, brands and even the government.
Hockey constitutes a prime example of how cricket can even overshadow a game that is, technically at least, India's national sport. Despite this lofty billing, hockey regularly gets left behind in...