First-class cricket

Hemant Misra
Posted: Tuesday, Mar 04, 2008 at 2347 hrs IST
Updated: Tuesday, Mar 04, 2008 at 0007 hrs IST

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Knight Riders most valued IPL team at $42.1 m Kings XI Punjab beat Kolkata Knight Riders by 6 wi...Reversal of fortunes?Pakistan beat India by 25 runs in tri-series final

: with the brand and the brand personality that it displays on and off the field.

A distinct brand identity that people identify with will unite cricket buffs from across the world to join the Daredevils. This brand spirit is what will define what kind of cricketers the franchise will look for, what kind of coach will they invest in and importantly what kind of investments it can attract from other marketers who want to be a part of this brand or use it for flogging their brands.

Cricket has taken the step to move from national pitches to a global pitch. T20 is a performing art millions of viewers across the world will pay to watch. This is a tremendous opportunity for franchisees to build enduring Indian brands with loyalists spread across the world.

—The author is president & CEO, Publicis India...

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