Beyond Indian Premier League (IPL) cricket: The year 2016 started with a high for cricket lovers. One series after another, then the T20 World Cup and now the ongoing homegrown cricketing league, Indian Premier League (IPL). The official broadcaster for IPL, Sony Pictures Networks India, is eyeing Rs 1,200 crore worth of revenues this season. The use of sport in corporate and brand development in India continues to grow steadily. In 2015, sport accounted for 10.4% of total media spending at Rs 5,185.4 crore, rising 12.3% from Rs 4,616.5 crore in the previous year, as per Sporting Nation in the Making, a study by ESP Properties and SportzPower, in its third edition. This, when the sports genre contributes to about 3% of the total viewership pie. But cricket notwithstanding, other sports too have something to rejoice about. In fact, 2016 marks the second year of homegrown leagues beyond IPL - Indian Super League (ISL), Pro Kabaddi League (PKL), International Premier League Tennis (IPTL), Hockey India League (HIL) and Pro Wrestling League (PWL) — which are not only witnessing more average attendance but also greater ad bucks from marketers. So, what makes these sports so glamourous and lucrative to marketers?