With Twenty20, however, there is the added imperative of promoting a format in which exorbitant sums and giddying hopes have been invested. The consumer has not just to be sold the game he is watching, but the Twenty20 concept in general; persuaded that he is witness not just to a contest of teams, but a contest of genres, with Modi responsible for the most exciting breakthrough since penicillin. It forces the commentator even further from the ideal perspective of disinterested critic, bringing to bear a weight of experience and a talent for observation; it reduces him to sideshow huckster, flogging the game like a patent medicine from the back of his covered wagon. Nor am I sure it ultimately does the sponsors much good either. There are two sides to brand recognition: one where the sponsor’s name conjures up warm and positive associations; another where it stirs irritation and objection, as a result, perhaps, of incessant, cloying, annoying repetition. So, yes, we now know which sponsors to find, and also, if so moved, those to avoidThe television commentator has always been sensitively placed. His network has paid good money to broadcast, and thus has an interest in the game being perceived as representing high-quality excitement – even when it is not. Richie Benaud didn’t become His Richieness by saying: “This is a boring game between two mediocre teams and represents an ideal opportunity for you to go mow the lawn.”
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