The challenge of building sports brands in India

This event report discusses the challenges of building sports brands in India. Perhaps the main problem at present is the dominance and ubiquity of cricket, which is a magnet for fans, brands and even the attention of the government.

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...

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