Star Sports isn’t going to let Reliance take a ‘free hit’ in the galactic IPL viewership battle

For many Indians, it’s eat, sleep and breathe cricket. The fervour soars during the Indian Premier League, the richest franchise cricket league and one of the most-watched sporting events in the world. IPL saw its brand value almost double to $8.4 billion last year, according to brand valuation consultant Brand Finance.