Well, everyone knows that if you ask an Indian about his three most favorite sports then the obvious first choice is Cricket and (not surprisingly) the second and third choices are highlights of cricket and repeat of cricket matches. Jokes apart, but it’s a known fact that Indian sports enthusiast is highly inclined towards just one sports and that’s cricket, even more than the national game hockey. Like any other girl, I too had a very little liking towards sports, and that means any kind of sports. But a book by Shyam Balasubramanian and Vijay Santhanam titled “The business of Cricket: The story of Sports Marketing in India” caught my attention. The book opens up with the Inception of sports marketing in India through cricket, and follows through Indian cricketer’s contribution towards nurturing the sports marketing, Companies involved in Sports marketing and Rise of Cola wars, The fall of Hockey and the Rise of cricket, IPL and T...
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