Yet, franchisees are exploring ways to create an emotional connect between teams and audiences (read local communities) even if the players do not live there.
"We will work at the grassroots level and set up academies. Some of the players will come back to train here," says Krishnan of Hyderabad's Deccan Chargers.
In Chennai, too, Krishnamachari Srikanth has been engaged to hold training sessions in city schools and colleges. For better bonding, GMR seems to be planning gully cricket in Delhi's Chandni Chowk, and Knight Riders a visit to the Missionaries of Charity, Kolkata.
Even Neil Maxwell of Kings XI Punjab plans to launch a Kings XI Cup and hold local matches in the region. However, he feels that unless we deliver on the pitch, it's not easy to become a brand. For others, performance may be critical for brand building, but winning is not.
"For the football clubs fans, how you play is important. Besides, you will find a Manchester United fan anywhere in the world," says GMR's Shetty.
Image: Shahrukh Khan gestures as he stands beside the logo of the team Kolkata Knight Riders | Photograph: Deshakalyan Chowdhury/AFP/Getty Images
Also read: Where Shanghai differs from Mumbai
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