The case concerns the dilemma faced by the Board of Control for Cricket in India (BCCI) in 2007. After the elimination of India from the playoffs of the World Cup championship in 2007, BCCI and the team sponsors at a crossroads. Others were to compete with cricket for advertising budgets of companies, and audience interest for cricket was on the wane. BCCI vice-president was to perform an analysis of the situation after a negative reaction from the fans and to assess the way forward for the sport after a poor performance of the team in the World Cup. The case facilitates the analysis of the conditions for cricket in India in 2007 and the need for further steps in the game to restore its pre-eminent position among sports fans in the country. "Hide
by Vasant Sivaraman, Vamsi Krishna Source: Richard Ivey School of Business Foundation 9 pages. Publication Date: June 20, 2012. Prod. #: W12430-PDF-ENG
