Cricket is huge in India. Huge. In fact, mid analysts, brand experts and sports marketing agencies there think the loss of the Indian cricket team in Australia will kill a fifth of its brand
endorsement values.
“The defeat will definitely hit hard the sentiments of the brands attached to (team captain) Mahendra Dhoni and other players,” said Santosh Desai, chief
executive officer, Futurebrands, a brand management consulting firm.
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