When Adidas met Team India
Finshots Daily
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The Cost of Sponsorship for the Indian Cricket Team
In 2020, Nike backed away. They didn't want to sign another contract even though they could have got it for cheaper. The only plausible explanation is that the association with the Indian cricket team actually hadn't moved Nike's stop line needle all that much in those 14 years. There simply wasn't a big enough audience who would shell out that much money for a jersey.
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