If the corporate money pumped into the tournament gave it the profile, it also brought with it a grating intrusiveness. A six in the IPL, every 622 of them, was no longer a six, it was a 'DLF Maximum.' A sharp catch came branded as a 'Citi Moment Of Success'. Commentators tripped over each other to make these plugs. A future where a batsman executes a Toyota Front-Foot Drive against an Intel Faster One may not be the stuff of satire.
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