cricket-brand-engagement
The IPL has trained marketers to think in terms of enormous reach, high-frequency exposure and entertainment-led engagement. Test cricket offers none of those guarantees
Guest Column: Ganapathy Viswanathan, Communication Consultant & Author, on the BCCI raising the reserve price for title sponsorship rights and why brands keep investing hundreds of crores in cricket
Ganapathy Viswanathan Jul 24, 2026 8:13 AM