I dont think Indian cricketers and actors have been off of television at all. Even when Sachin was recuperating for his injury, you could see him in ads. India lost to WI during the latest ODI series – but in between, you could still see Irfan Pathan with his razor – he still comes on the ad. Businesses spend so much money on the known individuals who have done well in their sport.

Also, Cricket is the only game where Indian players are available at home for a period (where the ad agencies can shoot them). All the other winners like Anand, Karthikeyan, Rajvardhan Singh, Anju George – these people dont spend that much time within India also (touring abroad either in training or for events).

In UK, the cricketers never came in ads because English cricket rarely plays well. Its only now recently that after they beat the Aussies, they have become popular within England!!! Just wait till November when they are thrashed 5-0 by the Aussies.

About sponsership, we know its simple business principle. When the team plays well you see them in ads on television but they all go off the air suddenly when the team is not doing well. Same is the case with soccer stars in UK. You rarely see british cricketeers on ads.

People are mad about cricket because of the business Managers driving it everywhere – you see cricketers endorsing all sorts of products. Hence, cricketers are on the same level as film-stars. So, its a cycle.