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A book that will appeal to sports enthusiasts and business students alike It is hard to escape sports marketing. Switch on the TV, surf the web, walk into a mall, and there it is, a sports celebrity a Federer, a Tendulkar or a Dhoni staring you in the face. Globally, sports marketing is an over $100 billion industry. In India too, the sector has seen a...
A book that will appeal to sports enthusiasts and business students alike It is hard to escape sports marketing. Switch on the TV, surf the web, walk into a mall, and there it is, a sports celebrity a Federer, a Tendulkar or a Dhoni staring you in the face. Globally, sports marketing is an over $100 billion industry. In India too, the sector has seen a rapid rise in the last thirty-five years, and this informative and entertaining book charts how the market for it was established in the 1970s, how it grew between 1980 and 2000, and finally exploded post 2000. The latest and the biggest sports marketing innovation in India, the Indian Premier League (IPL) has fused India s biggest passions cricket, Bollywood, politics and business to create a multi-billion dollar market. So all-pervasive is sports marketing today that the Indian Institute of Management, Ahmedabad, has started a course on the subject from this year. A very timely book! The first book on the history of sports marketing in India how it has grown from nothing to a $2.6 billion industry today How a single sport cricket has driven this growth, and the role of icons such as Gavaskar, Kapil, Sachin and Dhoni The role of the BCCI and the IPL how India is today the headquarters of world cricket The authors bring a combined marketing experience of 40 years to the book and have made it entertaining as well as informative The book will appeal to sports fans and business readers alike
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