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never ever be a dearth of funding for any sport in India.

How do you plan to spend the money that you have raised/hope to raise for the IPL?

The BCCI is a non-profit organisation and any and all monies that we raise are redeployed into improving the level of cricket in India. Due to the efforts of the BCCI’s talent grooming programme, our cricketers today, are privy to the best coaches, facilities and training methodologies to help them develop and hone their skills and the results are there for all to see.

Today more than ever we have cricketers from rural and tier II cities playing for the men in blue than ever before and the revenues of the DLF IPL would go a long way in vastly improving the on-ground cricketing infrastructure and stadia within the country in preparation for the 2011 World Cup.

What lessons does the IPL have for marketers of other sports?