Branding is the name of the game

The glamour and glitz around the IPL proved that cricket in India is not just a sport anymore: it is now a brand, often endorsed by celebrities who are far removed from the world of cricket. Amrit Mathur writes in Hindustan Times that the Champions League is set to take this trend to the next level.

The IPL is a mass brand that appeals to everyone because of the exciting cocktail of cricket and entertainment it serves. The Ashes is different it is classy, exclusive and decidedly upmarket.

Whether the same holds for creating interest for events is somewhat less clear. The advertising for next month's Champion's League in South Africa is focussed more on Amitabh Bachchan than MS Dhoni or Sachin Tendulkar. It is uncertain what the megastar is supposed to do. Is the purpose to increase viewership or is he trying to attract sponsors?