ore than Rs 350 crore is invested in sports marketing every year in India. Unfortunately, sports is still viewed as a vehicle of communication rather than the medium in itself. The evolution of this industry has been disjointed - it lacks measurement methods, standards of performance, frameworks for scientific decision-making and a determined attempt to integrate sports into the marketing plan.

Starcom�s Relay Worldwide (RW) plans to tackle these problems head on. "With Relay (Worldwide), we have taken an approach of medium building, normally considered a very lofty, and somewhat expensive goal, rather than only business building," says Ravi Kiran, managing director, west/south, Starcom. ... more