No corporate wastes money. Now India has 2 religions, Cricket & Bollywood. A cricketer is a role model for many Indians especially youngsters. These youngsters form a big market. India is one of the fastest growing countries bringing in many global brands. They need to make their presence felt with a bang. What better way than using our stars. These companies do not see the financial retursn they just llok at it as a launch cost and recover this ‘investment’ over a period of time. Secondly for an existent brand if an endorsement pushes the sales enough to offset the cost of sponsorship and cricketer it makes good business sense. Most of the IPL teams are already profitable 2. the tv channel makes money from advertsing, smses and subscription fees. What example can one quote for such a straight forward equation. Lets say KBC. Is made on a huge scale but Amitabh Bacchan draws many eye baslls so good advertsing potentisl but lot of people sms to be a prt of the show so lots of income and households want to see the show so they subscribe for the channel at a cost. 3. With regards to books on sponsorships. Study the IPL story and you’ll understanbd the entire game.