Sports events are among the most popular forms of entertainment available via the media. There is a craze for live events such as Indian Premier League cricket, Indian Super League football and even kabaddi matches.
Promotional products flood the market months before the start of major events, with a mad race to sponsor these events or get a prime space for advertisements in the stadium or on the jerseys of the players, the organizers or the team managers.
In India, where a sport like cricket is considered as a religion and players are seen as gods, sports must be viewed as an integral part of a true Indian’s life, and recently the introduction of professional sports leagues has made the sports industry a business worth millions.
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