Returning to Knight Riders after a stint in movie marketing, Binda Dey, global chief marketing officer, Knight Riders Sports, is looking to build on the franchise’s strong brand equity while finding new ways to keep fans engaged beyond the IPL season. In a conversation with Manifest for the October issue, she discusses the challenge of building cricket in the US, the need to attract younger audiences to the sport, the business of sponsorships and why she believes reports of cricketing fatigue are premature.

Dey first joined the organisation in 2015 as head of marketing for Red Chillies and Kolkata Knight Riders (KKR), also managing the franchise’s Trinidad team. After returning to movie marketing, the opportunity to work in sport again came at a time when Knight Riders was expanding its portfolio.

“The time was right, as we were in a phase of acquiring new teams,” she said.

The challenges, however, vary significantly across markets. While the Indian Premier League (IPL) is an established property, the Los Angeles Knight Riders, competing in Major League Cricket (MLC), are part of an effort to grow the sport in the US from the ground up. The franchise is investing in cricket academies and introducing the game to schoolchildren, while also building infrastructure to support its long-term ambitions.

In India, Dey believes the bigger challenge is getting children below the age of 12 more excited about cricket. With international football, Formula 1, e-Sports and mobile gaming competing for their attention, cricket needs to become more aspirational for younger audiences.

“In football, people wear the jersey of the team they support with pride. We only see that during the IPL season, and it is not a lifestyle option yet,” she said.

Knight Riders is working towards making its brand bigger than individual players, particularly in a tournament where mega auctions can disrupt long-term associations. “We have consciously avoided that and made sure the team and the brand are bigger than anyone, including the owner,” Dey explained.

That approach also reflects the franchise’s efforts to build a distinct identity beyond Shah Rukh Khan, whose association has been instrumental in establishing KKR’s brand equity. While his presence offers a natural advantage, Dey said sponsorships are built around the franchise’s identity, players and fan relationships, rather than guaranteed access to the actor.

No cricketing fatigue

Despite concerns about cricketing fatigue, Dey is confident about the sport’s commercial appeal. “The kind of reach and volume it gives, no other media property is available,” she said, arguing that advertising continues to deliver returns for brands across the IPL, bilateral series and ICC tournaments. Changes in advertising rates, she adds, reflect demand and supply rather than necessarily indicating declining interest.

Beyond cricket, Dey believes other sports need stronger commercial ecosystems in India. Kabaddi has become a professionally packaged national entertainment property, but has struggled to break through to another level. Building athletes who can attract brand endorsements and generate commercial value will be essential, she says, rather than relying on corporate social responsibility budgets alone.

Read the full chat with Dey in the October issue of Manifest.

Get the issue here.

For a one-year subscription, click here.

We also have a six-month subscription, which can be purchased here.

For any subscription-related queries email [email protected].