Global companies are spending millions of dollars to get their names seen during the Cricket World Cup in India, with the sporting event representing an opportune moment for brands to tap into the cricket-crazy nation of 1.4 billion people.
India will be hosting the tournament, which begins on October 5 and runs through mid-November, guaranteeing sponsors more than a billion viewers across the world from Europe to Oceania. But it's the consumers in the world's most populous nation who are the biggest prize, particularly for foreign brands, said Madan Sabnavis, chief economist at Bank of Baroda.
