India lost the World Cup, but it was probably not a loss for the economy

livemint.com:

RBI has smothered the sector with, seeking higher risk weightage and capital provisioning. The myriad agents who process loan documents saw brisk work. Television advertisers saw hectic action.

Those who managed to get time slots for broadcast during the match made commercial films, spending enough to make them high-impact affairs. Creative spirits at advertising agencies, copywriters, actors, models, make-up artistes, film crews saw demand that would not have been generated but for the World Cup and the audience attention it was guaranteed to generate. Official sponsors advertised in multiple media to show off their sponsorship of India’s favourite sport.

Those who did not get to sponsor the official tournament always dream of repeating Pepsi’s ‘nothing-official-about-it’ ambush marketing that left a greater impact on audiences than the official sponsor Coca Cola’s efforts. These efforts spill over across multiple media, benefitting all businesses that see advertising as a major source of revenue. Telecom operators saw high data traffic as millions of people watched the matches live on television screens, tablets, computers, or phones.

Many who did not have broadband connections over optical fibre secured them. The demand for routers, optical fibre, ducts for laying them, and the services of technicians who install the routers rose. Technology services that allow streaming on the scale a World Cup audience calls for saw additional demand even from cloud storage companies and vendors of software that provide distributed caches to minimize latency of signal reception.