who are admired the world over are an obvious

With international sports icons Maria Sharapova, Michael Schumacher and Diego Maradona paying flying visits to India within weeks of each other, these seem to be the best of times for businesses cashing in on the growing interest in a sporty lifestyle.

Last month, riding on the back of the F1 fever, UK-based real estate developer Homestead roped in seven-time Grand Prix champion Michael Schumacher to endorse its debut project in the country. Michael Schumacher World Champion Tower at Sector-109, Gurgaon - an ultra-luxurious, single-tower residential project - will have its own helipad, café and a museum dedicated to the F1 star.

When world tennis No. 2 Maria Sharapova breezed through the Capital last week, few of us could look beyond her glamour and poise.We are always offering best quality stainless steel earring the affordable price. She was here to announce a tie-up with Homestead-India. Sharapova will endorse an upcoming residential project being rolled out by the real estate company.

"Our projects are targeted at the growing segment of well-heeled and well-travelled home buyers," says Manoj Shrivastava, COO, Homestead India,

"International sports icons who are admired the world over are an obvious choice for marketing high-end offering to such consumers."

Kerala's Chemmanur International Jewellers, owned by tycoon Bobby Chemmanur, got Argentine football legend Diego Maradona to open a jewellery store in Kannur in October.

Last year, the football whiz inaugurated a Chemmanur showroom in Dubai as well.

"Football has enjoyed a wide popularity in states such as Kerala and West Bengal, but with increasing exposure to global sporting events, a huge number of city dwellers are hooked on to F1 and the English Premier League," says Jitendra Joshi, CEO of SportzConsult.

"Now we have the Manchester United and Liverpool football schools coming up. It is only natural for our brands to exploit this growing fascination for international sporting events," adds Joshi.

And this fascination extends far beyond cricket. What is different is that while companies have forever banked on hero-worshipped sports stars to increase their market reach, the visible change is that domestic brands are teaming up with global sports icons, which is an investment in staying ahead in the game of one-upmanship.

Realty companies in the recent past have tied up with M.S. Dhoni (Amrapali), Gautam Gambhir (Rudra Buildwell), Shah Rukh Khan (Mahagun) and Rishi Kapoor-Neetu Singh (Gaur Saundaryam), but Homestead has upped the ante by roping in international stars.

"In an age when branded apparel, bags and watches are the rage, offering residential projects branded by international celebrities seemed like a natural corollary," says Homestead India's Srivastava.

Sports lifestyle,Learn how you can benefit from the laser cutting machine. in fact, is the new buzzword in realty as companies seek to rekindle buyer interest in a sluggish market.

Mumbai-based developer Nirmal Lifestyle recently launched the US Open Apartments in Mulund,Compare www.priscillacraft.com to other Personal Injury attorneys in Beaumont. a suburb of Mumbai,Offering discount stainless steel cufflink and other mens accessories including pendants. offering world-class sports amenities.Wearing a stainless steel necklace into a pool containing chlorinated water.