Sahara in cricket or Sahara and cricket

As its said Cricket is a gentlemen's game, which is played by and for the gentlemen. Its a game that doesn't end at its players and followers, it's not restricted to 50 overs or 20 overs, its much beyond. There is one more pillar to the game which reinforce game's values and its essence. This pillar drives the game, its players and fans, ensuring that Cricket a 'religion' withstands period of good, bad and worst on the pitch called timeline. This 3rd genre of gentlemen are called as title supports and in Indian case the role has been bigheartedly played by "Sahara India Pariwar" since ages. At Sahara, cricket is not just a game which is preached by millions of Indians but something felt from within: at Sahara cricket is breathed.

Whether it was 1983 world cup or various series , Sahara has been with cricket in its every spell making a significant contribution in shaping up the brand called Indian cricket in its own way. As a valued partner of Indian cricket team and being host to global cricketing players Sahara understands cricket to its core. They know its not just about pitch, toss, runs, wickets but it's much beyond that.

It's a battle of minds won or lost well before its been played on ground.

It was a time in 1993 when team India were not on its peak performance rather players were struggling and moral was at all time low. Outside, it was the nationwide rage, people were on roads , burning statues of the players and sulking inside for all the love they gave to the same players not so far in the past. This was the time Sahara as a title sponsors of the team did something unusual, something not many organisations can boast or dare of doing it.

An advert was released by the 'Sahara Pariwar' in all national daily newspapers, it was not a regular advert with mouthful of finest vocabulary or a poetic writing, it was an appeal and an honest one. This advert was addressed to all Indians appealing to endow our players with the required support, it was a heart touching piece of paper posing a hard hitting question and making all of us realize the devotion our players have for the game and for India. This urged people to commemorate players with the same support and eventually resulted into great national unity incident and India reached finals of the same world cup. Such is a relationship Sahara values with cricket and its fans.

So, next time when you see your favorite player hitting it outside the stadium or fans cheering in the state-of-the-art stadium, do observe the pride on the players face and in the fan's eyes. And do observe one pride that cricketing fan compliments and every Indian cricket player wears with 'Sahara India' written on it because at Sahara it's not game, it's not a sport its

"Sahara India Cricket team"