MS Dhoni is padding up for a new innings - on the couch. He's going to be spending quite some time on it watching the 2013 season of the Barclays English Premier League (EPL).
He's been roped in by the league's broadcaster Star Sports to promote EPL - proving how serious the network is about maximising reach for this game in the country. Equally committed are marketers ranging from Airtel to Carlsberg, Nike and Standard Chartered who all want their slice of the football pie.
But why are brands in India investing in a league which is played in far-away England? Sannuta Raghu and Pulasta Dhar report on the slow and steady rise of football and the EPL.
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!