India’s Commonwealth Games 2022 performance - what’s in it for brands?
Our guest author Alekhya Chakrabarty wonders whether brands will continue to stick to cricketers or work with non-cricket athletes who have made India proud.
Thomas Cup victory: time for non-cricket athletes to shine?
The Olympic Year 2021 saw emerging athletes' endorsements rise by 79%, accounting for 13% of overall brand endorsement value. Have these athletes' brand value changed?
Olympian Neeraj Chopra's glory can dent cinema-cricket duopoly in brand world: Experts
Chopra threw the 800 grams javelin 87.58 metres to be on all the Indian news channels during prime time. Will it be enough to take him to the hoardings?