How India's richest man is using 'brain mapping' neuroscience to woo advertisers to cricket

FILE PHOTO: Indian Premier League- Mumbai Indians v Royal Challengers Bangalore- Wankhede Stadium, Mumbai, India - May 9, 2023. Mumbai Indians' cheerleaders celebrate during the match. REUTERS/Francis Mascarenhas “EDITORIAL USE ONLY. NO COMMERCIAL USE.”/File Photo

BENGALURU (Reuters) - After striking an $8.5-billion media merger with Walt Disney, Indian billionaire Mukesh Ambani is targeting small businesses and promoting unconventional neuroscience studies to boost its revenues from the IPL, the world's most valuable cricket league.

The pricey broadcast rights for the Indian Premier League (IPL) and other cricketing events which cost Disney and Reliance nearly $10 billion in recent years, are set to weigh big on the merged group, which is India's biggest entertainment giant.