What is cricket and Schin phenomena?

What is cricket and Schin phenomena? First media declare/make some as a god then they say to worship him/her. After that they also say that what is worshiping material. worshiping material is for what they advertising. I mean that if you associated with some big ad companies then ad company will make sure that you play more and achieve more. Talent is no matter matter is money & glamor .... who don't know Cricket Match = Fix Match?