Cashing in on cricket's peacemaker
(CNN) -- For the winning team, the prize is glittering new trophyware and boasting rights in one of cricket's great rivalries.
For observers and political analysts, the hope is that India's first full tour of Pakistan in 14 years may give recent peace moves between the bitter nuclear neighbors a hearty cover drive.
But for advertisers, sponsors, organizers and the Pakistani government, it is also a chance to get the gloves on what is set to be a mega-money generating series.
"There will be windfall financially through television rights, through bumper crowds coming through the gates and it will enable the Pakistani Cricket Board (PCB) to use that money to develop cricket infrastructure, so it will really help sport in this country," says former Pakistani cricket captain turned politician, Imran Khan.
Excitement over the tour -- which starts Saturday with the first of five one-day games before a three match Test series -- has been reaching fever pitch.
There is so much interest in this tour -- described as "the mother of all cricketing series" -- that many sports writers are predicting it will attract more viewers on the sub-continent than the Olympic Games.
Pakistani fans have been clamoring for tickets for the opening clash in Karachi as work goes on day and night to revamp the hosting stadiums.
Already the money is pouring in.
Online tickets for the Karachi opener sold out in days, many of which were picked up by Indian fans prepared to make the journey to support their heroes.
Over 8,000 visas have been issued for visiting Indians that are hoped to not only bring cheers and jeers to the matches, but also pockets full of cash.
"A person who will be coming from India to Pakistan will be spending a minimum of $1,000 for their hotel stay and shopping," says Mian Anjum Nisar from the Lahore Chamber of Commerce.
The PCB estimates the series will bring in an additional $23 million -- five times the amount ever generated during a cricket series played in Pakistan.
"This is a mania in Pakistan and in India and it is for us to derive full advantage which we have done in the marketing contracts of television and other rights," explains PCB chairman Shehryar Khan.
Padding up
 |  Indians mob the Pakistani High Commission in New Delhi for visas to get to the cricket. |
The big money is in advertising, especially in India.
South Korean electronics company Samsung has shelled out millions of dollars sponsoring the series and has been paying India's cricketing icons big money to endorse its products.
"We believe there is a definite connection between the passion for the sport and the fondness for the sport and the product that we vend in the market place," spins Vivek Prakash, Samsung India's vice president.
A 30-second commercial spot during some matches can cost up to $20,000, yet despite the astronomical costs, companies like Pepsi are falling head over heels to prepare and air their latest advertisements.
With present Indian players already signed up to lucrative sponsorship deals, some brands like LG are even roping in past cricket stars.
Though some die-hard fans are critical of the rise of commercialism and complain their cricket stars are spending more time in the studio than at the cricket ground, India's vice captain says the sport would die without it.
"If you want to produce international cricketers of quality today or any sportsmen in any sport, you need the sponsorship, you need the money," Rahul Dravid told CNN.
Also keen to take a bite out of the cricket feast are bookmakers. Hundreds of millions of dollars are set to be gambled on the matches, with bets made not just on the outcome of games or the series, but on individual scores and even the weather.
But it's not just bookies or big corporations that stand to gain from the historic cricket clash.
Even the little man is padding up.
Juice salesman Mohammad Saleem has been selling drinks outside Lahore's cricket stadium for over three decades.
"I can double or even triple what I usually make," Saleem says.
"It's a huge bonus for us. We pray the Indians come here every year because there's nothing like the kind of excitement that Indian matches create."
One thing is for certain. No matter which team wins, on the field of business it looks like a win-win proposition.
-- CNN New Delhi Bureau Chief Satinder Bindra and Islamabad Bureau Chief Ash-har Quraishi contributed to this report.
