write an article in about 120 words on the topic commercialization of cricket
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I don't know if you are looking for a few days ago by the way
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Originally written on Monday, July 7, 2008. This is the essay which helped me secure a seat in IIJNM Bangalore.
The one billion strong India has not only demonstrated the increased growth rate of over 8.5% (now the inflation also!) but proved it to the world that money can be churned out by commercializing cricket also. The’ cricketing news’ took the center stage for 44 days and Indian summers were set on fire. The liquor barons, the movie mughals, the corporate giants and the management whiz kids’ spectacular entry into cricket turned this into a mega media event, spelling the christening of ‘Sports Marketing’ in the media.
Magic was not in the Harry Potter sequence or in the upcoming movie Thoda Pyar Thoda Magic. Well it was right here! Very much on earth and true to feel rather than mere imagination as the above mentioned. Commercialization (the first C) and Cricket (the second c) together made the new hit formula of *magic* hence they are called the magical C’s.
Before probing further, it is of paramount importance that the word commercialization is understood. The Chambers dictionary defines it as a noun originating from Commercial which means “to sell” or “having profit as the main aim”. Cricket is a well understood term worldwide, as it enjoys cult status and huge fan following which bridges the religious and political differences which otherwise galore the subcontinent.
Of late commercialization has crept into every field possible and cricket is no exception, In fact the stardom and fan following that the cricketers enjoy at times even surpasses the stars of the tinsel world. It is therefore natural that people with acute business sense find ways and means to make quick and big bucks through cricket.
The dismal performance of ‘men in blue’ in the World Cup 2007 ushered in private participation by way of Indian Cricket League (ICL). Before the heat and dust of this could settle down the ‘out of blue success’ of the Indian team in the shortened version of T20, opened new vistas in marketing cricket in India.
Why cricket? Why not any other sport is the immediate question asked. But the obvious answer to it lies in this banner “If cricket is religion then Sachin is god”. In a country where cricket is met with an outrageous response, players are given demi god status, and the game commanding high emotions with the media hype leaves other sports far behind.
Media hype is the front runner for “advertising” the commercialization of cricket. For any tournament of cricket in India, all the leading news channels have special programs and experts robed in. Few examples would be cricketainment on CNN IBN and Extra innings on Set Max. No other sport has such coverage. A psychological study holds relevancy to the fanaticism of cricket which might have bred as a result of overexposure!
Even before T20, the players enjoyed attention of their advertisers and brands till they performed well. On the other hand the advertisers always had some or the other new cricketing star born (from Sachin to Dhoni to Sreesanth) as their brand ambassadors commanding irreplaceable craze among the fans.
With the game shortening to a T20 format, it has attracted many more viewers as a family outing of a movie length. With India being the first ever T20 world champions it has resulted in unbeatable enthusiasm for this format which is also exciting, fast and more entertaining now. If that was not enough Lalit Modi the “management whiz kid” who earlier filled the coffers of the BCCI, mesmerized everyone with his new tune, irrespective of age, sex and religion.
Cricket with IPL and T20 became a huge entertainer allowing advertisers also to make big bucks, one such example being Godrej, though they gave away a fully furnished house worth a crore at the end of the tournament they enjoyed publicity worth more than what they invested by the end of IPL. If that was not enough Pepsi found IPL the best time to target the youngistanis with the cross cultural advertisements of Dhoni and Sreesanth topping the popularity charts.
The star attraction dragged even the not ‘interested’ in watching the game, and also flocking to the stadiums just to have a look at their favourite star! On the other hand stars also left no stone unturned to entertain their fans whether it was SRK dancing to korbo lorbo jeetbo or Preeti playing the perfect Punjabi kudi. Controversies also were kept high up thanks to SRK, Sreesanth and Bhajji when we presumed Aussies were at fault sometime back!!
The one billion strong India has not only demonstrated the increased growth rate of over 8.5% (now the inflation also!) but proved it to the world that money can be churned out by commercializing cricket also. The’ cricketing news’ took the center stage for 44 days and Indian summers were set on fire. The liquor barons, the movie mughals, the corporate giants and the management whiz kids’ spectacular entry into cricket turned this into a mega media event, spelling the christening of ‘Sports Marketing’ in the media.
Magic was not in the Harry Potter sequence or in the upcoming movie Thoda Pyar Thoda Magic. Well it was right here! Very much on earth and true to feel rather than mere imagination as the above mentioned. Commercialization (the first C) and Cricket (the second c) together made the new hit formula of *magic* hence they are called the magical C’s.
Before probing further, it is of paramount importance that the word commercialization is understood. The Chambers dictionary defines it as a noun originating from Commercial which means “to sell” or “having profit as the main aim”. Cricket is a well understood term worldwide, as it enjoys cult status and huge fan following which bridges the religious and political differences which otherwise galore the subcontinent.
Of late commercialization has crept into every field possible and cricket is no exception, In fact the stardom and fan following that the cricketers enjoy at times even surpasses the stars of the tinsel world. It is therefore natural that people with acute business sense find ways and means to make quick and big bucks through cricket.
The dismal performance of ‘men in blue’ in the World Cup 2007 ushered in private participation by way of Indian Cricket League (ICL). Before the heat and dust of this could settle down the ‘out of blue success’ of the Indian team in the shortened version of T20, opened new vistas in marketing cricket in India.
Why cricket? Why not any other sport is the immediate question asked. But the obvious answer to it lies in this banner “If cricket is religion then Sachin is god”. In a country where cricket is met with an outrageous response, players are given demi god status, and the game commanding high emotions with the media hype leaves other sports far behind.
Media hype is the front runner for “advertising” the commercialization of cricket. For any tournament of cricket in India, all the leading news channels have special programs and experts robed in. Few examples would be cricketainment on CNN IBN and Extra innings on Set Max. No other sport has such coverage. A psychological study holds relevancy to the fanaticism of cricket which might have bred as a result of overexposure!
Even before T20, the players enjoyed attention of their advertisers and brands till they performed well. On the other hand the advertisers always had some or the other new cricketing star born (from Sachin to Dhoni to Sreesanth) as their brand ambassadors commanding irreplaceable craze among the fans.
With the game shortening to a T20 format, it has attracted many more viewers as a family outing of a movie length. With India being the first ever T20 world champions it has resulted in unbeatable enthusiasm for this format which is also exciting, fast and more entertaining now. If that was not enough Lalit Modi the “management whiz kid” who earlier filled the coffers of the BCCI, mesmerized everyone with his new tune, irrespective of age, sex and religion.
Cricket with IPL and T20 became a huge entertainer allowing advertisers also to make big bucks, one such example being Godrej, though they gave away a fully furnished house worth a crore at the end of the tournament they enjoyed publicity worth more than what they invested by the end of IPL. If that was not enough Pepsi found IPL the best time to target the youngistanis with the cross cultural advertisements of Dhoni and Sreesanth topping the popularity charts.
The star attraction dragged even the not ‘interested’ in watching the game, and also flocking to the stadiums just to have a look at their favourite star! On the other hand stars also left no stone unturned to entertain their fans whether it was SRK dancing to korbo lorbo jeetbo or Preeti playing the perfect Punjabi kudi. Controversies also were kept high up thanks to SRK, Sreesanth and Bhajji when we presumed Aussies were at fault sometime back!!
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