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Storyboard18 x Just Sports | Why are brands getting interested in non-cricket sports?

More marketers are taking an inclusive approach when it comes to sports marketing. Badminton, kabaddi, kho kho, and handball and even yoga are grabbing the marketers’ attention.
Olympic association has been good for Edelweiss: Rashesh Shah

In sports too it is not the short-term but the long-term trend that matters, says Rashesh Shah, Chairman and CEO, Edelweiss Group. Edelweiss Group is India's principal sponsor at the ongoing Rio Olympics. Speaking exclusively to CNBC-TV18's Priya Sheth, he speaks about the association and how close non-cricket sports are to his heart.

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Non Cricket Sports

Storyboard18 x Just Sports | Why are brands getting interested in non-cricket sports?

Olympic association has been good for Edelweiss: Rashesh Shah