Cricket is a self-sustaining industry; but corporates need to realise that other sports don't have that luxury. This is the time when they need to invest, and keep the faith. Every sport has the potential to create world champions. Imagine India as a country full of world champions. Why imagine? Let's just make it happen.
People need to take as much interest in other sports as they take in cricket, and that's where we come across a vicious cycle of performance, sponsorship, recognition, jobs and TV visibility. It's a typical chicken-and-egg story; each one is directly related to the other without an answer for what comes first.
Cricket pays well, so a lot of people are naturally drawn towards the game. But to carve a niche in non-cricket sports is not easy. So state governments need to be proactive. Indians need to be made aware of the power of an Olympic medal. It should be treated at par with an Oscars or a Nobel Prize.