.

Sanjay Gupta, chief operating officer of Star India, says in football and kabaddi, brands have seen the power of sports play out and hence are far more open to sponsoring. "That's a big shift in India."

Under Shankar’s leadership in the last eight years, the channel’s yield has grown five times. According to a Morgan Stanley report, published in August 2015, Star India has become the most valued broadcast network in the country, with its numerous channels reaching out to more than 720 million people every week.

Strengthening its cricket portfolio, Star India has acquired the global media rights of Asia Cup for a period of eight years, running from 2016 to 2023.