Breaking into cricket land

A heartfelt and insightful journey of bringing football to cricket-loving India through culture, emotion, and sport.

on May 16, 2026

In a country where cricket isn’t just a game but an identity, the notion of building relevance through football might seem absurdly difficult. "Breaking into Cricketland" by José Antonio Cachaza is an interesting narrative of a man who tried to achieve just that during his tenure as an executive for LaLiga’s business activities in India.

Cachaza doesn’t offer the reader just another run-of-the-mill memoir of the life of a businessman in the world of sports. On the contrary, he provides an insight into the way one foreigner gets to grips with India. From the hustle and bustle of metro stations to negotiations with some of the biggest names in Indian sports (Rohit Sharma and Kapil Dev) – the author shows us what it feels like to experience India’s charm from close quarters.

The uniqueness of the book lies in the authenticity of José Antonio Cachaza’s attitude to the Indian nation and its peculiarities. Cachaza does not observe the Indian lifestyle or people from above, but becomes completely immersed in Indian culture, knowing that to sell football in India, it was necessary not only to develop a business strategy but also to capture people’s emotions, hopes, and even their identity.

In addition to its focus on building brands and managing teams, this narrative offers an exclusive glimpse into the workings of the worldwide sports business industry. Anyone who is intrigued by the challenges of sports management, branding, and expansion across different cultures will find it interesting how one attempts to create an audience for his sport amidst cricket fans. Yet, no matter how much information the book contains, it is never too complex and always entertaining.

What truly makes Breaking into Cricketland unique is its ability to combine professional development with personal growth. Throughout the book, Cachaza is able to show how he grows and learns during his stay in India not just as a business person, but as a person learning new things and accepting others.

That the author receives positive feedback from such notable persons as Rohit Sharma and Sanjay Verma seems very appropriate since he managed to succeed in creating a connection between two worlds of football and cricket.

Cricketland by Crack is definitely an interesting piece of literature for fans of any sports, businessmen, and people interested in the culture of contemporary India. Insightful and captivating, the book is written from the first person perspective making it not only a great sports story but also a good cultural one.