There’s a new old game in town and a lot of very smart people are placing big bets on it.
The old game is polo, and this weekend it’s being played on white sand in front of the blue-green Atlantic in the fabulous and famously hot town of Miami Beach.
And though you won’t see any upfront betting on these very expensive ponies and their star-studded riders, behind the scenes there’s big money being wagered that polo will be the next global super-sport.
Event producers, sponsors, and advertisers are betting that polo, already a magnet for the super-rich, can attract a huge audience of average Joes, who even if they aren’t aspiring up the economic ladder can enjoy rubbing shoulders with the rich and famous and drinking, dressing and driving what’s being dangled in front of them as the good life.
Polo is being cross-marketed to a cross-section of the global population. And, while the usual high-end brands are big sponsors, middle-market and economy-brand sponsors and advertisers want in on the good life gravy train.
Reposted from Forbes, article by: Shah Gilani
Click link to continue reading: http://www.forbes.com/sites/shahgilani/2012/04/27/big-bets-on-polo-could-yield-billions/