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There was a time when the bond between cricket and brands began and ended with endorsements. A bat with a brand logo sticker, a billboard with a cricketer’s face, a 30-second TV spot with a catchy line - that’s how the game was played off the field. But today’s players are in a different league. They’re not just lending their faces; they’re lending their vision, capital, and credibility. Cricketers are moving from fronting campaigns to founding companies, from being brand ambassadors to becoming brand builders. The pitch has widened and ownership is the new innings.
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