Abstract
This paper follows a call for a new direction for sports studies in India, orienting it towards the field of cultural studies. It focuses on the representation of the figure of the sports celebrity in television advertising in India from the 1980s to the present, establishing the various kinds of representations of this figure, and proceeds to a historical analysis of the changes that these representations have undergone over time. It also argues that the evolution of the celebrity sportsperson, and the meanings attached to this figure, can help in tracing larger changes in sports discourse in India.
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