IPL Marketing and Promotional Strategy

Eastern Institute Of Integrated Learning in Management

Research Report on Marketing and Promotional Strategy of IPL

Prepared byKAIZER

Submitted to Prof PKD

1

2

KAIZER Team Members

NAME ROLL NO

1 Abhijit Sarkar 1

2 Arindam Dey (Leader) 13

3 Ashutosh Kr Tiwary 17

4 Biswajyoti Nath 23

5 Chandan Dhekial 25

6 Diganto Deori 31

7 Hemant Kumar Upadhyaya 35

8 Mausam Mrinmay Sharma 51

9 Nashid - Ul ndash Ameen 57

3

ACKNOWLEDGEMENT It is indeed our great privilege and opportunity to have an outstanding professional as the

project guide Dr PKD who in spite of his busy schedule managed to squeeze some quality time to guide us in our project we extend our profound gratitude for his guidance constant encouragement and enthusiasm throughout the project Moreover this project helped us a lot in knowing the various aspect of marketing and its application So we are also very much thankful to him for allocating this project to us

Finally we thank Eastern Institute For Integrated Learning in Management for giving us the opportunity to undergo such a project

Group - Kaizer2ndsemester PGPM Section - H1Eastern institute for integrated learning in Management Kolkata

4

Contents

Chapter Topic Page NoChapter1 Introduction 6helliphellip8Chapter2 IPL as a Product 10Chapter3 Marketing and Promotional 12helliphellip23 Strategy of IPLChapter4 Comparing IPLICL and other 25helliphellip34

Sports LeaguesChapter5 SWOT analysis and 36hellip38 Conclusion

5

Chapter 1

Introduction

6

HISTORICAL BACKGOUND

The Board of Control for Cricket in India (BCCI) is the apex body governing the cricket in India The board was formed in 1929 and has been registered under Tamil Nadu societies Registration ActAs the member of International cricket council (ICC) it enjoys the right to choose the players umpires amp allied officials for international events and levies the control over them

BCCI has state cricket associations as the members for instance Maharashtra cricket association Mumbai cricket association The President of BCCI is Sharad Pawar amp Niranjan Shah is the secretary

The Indian Premier League (IPL) is a Twenty20 cricket competition created by the Board of Control for Cricket in India (BCCI) The first season of the Indian Premier League commenced on 18 April 2008 and ended on 1 June 2008 when the final is played at the DY Patil Stadium Navi Mumbai

IPL is the brain child of Lalit Modi who is the Chairman of the whole event He is the man behind the scene who has brought out the dream concept in reality

IPL- A New Line Of business In Sports amp Entertainment

Fact Files of IPL

The Indian Premier League or IPL is a 20-20 format cricket tournament This league was formed by the Board of Cricket Control of India (BCCI) and sanctioned by the International Cricket Committee (ICC)

10485991048599IPL has been conceived on the lines of the English premier league where local football teams with a defined fan base (supporters) play against each other

10485991048599The idea behind IPL is to sell cricket as a high involvement reality show that would appeal to all audiences The IPL has the worldrsquos best cricketers playing in the league

10485991048599IPL has eight teams sold to franchises for perpetuity

The franchise amount collected is US$724mn with each of the clubs being sold for US$67-112mn depending on the city

Its final leg will be called lsquoChampions Twenty20 Leaguersquo and all the finalists from across the world will play in it The champion team will get US$5mn ndash the highest ever price money in a cricket event

7

SPONSORERS

The main sponsors of the IPL aremdash(1) Indian real estate developer DLF Universal secured exclusive rights to the Indian Premier League title

sponsorship worth INR 200 crore (over US$50(million) for five years

(2) Hero Honda has been selected as an associate sponsor for five years in a deal worth US$225 million

(3) PEPSI secured the title as the tournaments official beverage by signing a five year deal worth USD 125 Million

(4) Kingfisher Airlines has been named IPLs umpire partner with rights to advertise of umpires clothes and also sponsoring third umpire decisions for five years The deal is worth Rs106 crores (appx US$ 265 million)

(5) AIRCEL is another major sponsor

8

TV RIGHTSSONY-WSG has bagged broadcasting rights for 10 years for US$918mn excluding marketing for US$108mn The BCCI created history when it sold television rights of this yet tested format to SonyndashWorld Sports consortium for US$102bnThe chart below gives the detailed broadcasting rights to various channels across the globe

Winning Bidder Regional Broadcast Rights Terms Of Deal

SONYWORLD SPORT GROUP

Global Rights India

10 YEARS AT USD 1026 BILLION

NETWORK TENFree-to-air television in Australia

5 YEARS AT AUD 10-15 MILLION

SETANTA SPORTS United Kingdom and Ireland on a subscription basis

5 YEARS TERMS NOT RELEASED

ARAB DIGITAL DISTRIBUTION

Middle East broadcast rights on ADDs ART PrimeSport channel


WILLOW TVRights to distribute on television radio broadbandand Internet for the IPL in North America

5 YEARS TERM NOT RELEASED

SUPER SPORT South Africa broadcast rights TERMS NOT RELEASED

GEO SUPERPakistan broadcast rights

TERMS NOT RELEASED

ASIAN TELEVISION NETWORK

Canadian broadcast rights Aired on ATNs CBN ampATN Cricket Plus channels on a subscription basisAired on XM Radios ATN-Asian Radio as well


9

Chapter 2

10

IPL as a Product

IPL as a product

If we see IPL as a product then the market situation of IPL can be discussed under the following heading- BCG Matrix - Boston Consultancy Group (BCG) developed a matrix named Business Portfolio Matrix It was a simplified version of the matrix which shows the linkages between the growth rate of the business and the relative competitive nature of the firm identified by the market share This matrix is used on product-by-product basis which helps a organization to evaluate the position of the product in the market In BCG matrix there are four quadrants- question mark star cash cow and dog When a product is first launched itrsquos market share as well as the growth rate is low and therefore it is called a ldquoquestion markrdquo product After a certain period of time if the product becomes huge hit in the market then both its market share as well as its growth rate becomes high At that stage it is called a ldquostarrdquo product However a time comes when the productrsquos market gets saturated and at that point of time though its market share is high its growth rate is low Such a product is called a ldquocash cowrdquo product Then when the product reaches a stage where both its market share as well as growth rate is low it is called a ldquodogrdquo product Now the product should be disposed of

Now if we consider IPL as a product and evaluate its position through BCG matrix we can say that at present it is a ldquostarrdquo product When IPL was about to be launched people were not too convinced regarding its success Though the 20-20 format was popular among people in India especially after the national team won the T-20 world cup in 2007 they were more habituated of watching their national team play rather than any team which has players from different countries One more reason for peoplersquos doubt was that ICL too was not that successful At that point of time IPL was a ldquoquestion markrdquo product However within its first season itself IPL gained a lot of popularity and became a huge hit Its demand in the market became very high and it took no time to capture the market Now the situation is such that every big name has associated or wants to associate with IPL Therefore we can say that at present IPL is a ldquostarrdquo product

11

12

Chapter 3

Marketing and Promotional Strategy

Of IPL

13

Marketing Strategy of IPL

Last year we did see the birth and rise of one of the greatest marketing phenomenon in sports marketing in India yes of course it is IPLrsquo2008 More than cricket it was this whole business and marketing angle to it which made it so popular Cricket combined with entertainment and that too Bollywood what more do you need to create pull in Indian market After all cricket and Bollywood are like two religions in India As expected this combination of cricket and entertainment did create a huge roar in the market esp from business and brand point of view The marketing honchos of the IPL have each spent already Rs80-100 million in promoting their teams by designing team logos tuning theme song and picking the right brand ambassador

With millions already spent and more likely to be shelled out over the next couple of months the IPL is an unparalleled gravy train

IPL ready for a 160 crore Marketing Blitz

After the buzz surrounding the auctions Indian Premier League is setting it up for a huge marketing campaign from March Mint reports on how together BCCI Sony and the teams are likely to spend around Rs160 crore on promoting IPL across various media platforms including television channels newspapers mobiles and the InternetBCCIrsquos advertising tag line is expected to be themed around ldquothe fight for excellence ldquoThe campaign will be entertaining and aspirational and will try and invoke team loyalty by creating passion around the city it representsInitially the campaign will run in India but later BCCI and WSG plan to take it globalrdquo the next two years they plan to take the campaign to various cricketing markets outside India specially those from where players have been inductedThe campaigns are likely to pitch the tournament as more of an entertainment option than just a game of cricket ldquoThe theme is entertainment The communication will be on the lines of lsquocome watch a three-hour movieCloser to April 18 they plan to go for a roadblock strategy similar to the one used by Vodafone for Hutch is now Vodafone campaign where there will be only IPL ads during ad breaks on various TV shows across many TV channels This one will be interesting to watch and if they are ready to spend on internet they can reach out to a larger base of customers internationally at a very low cost and so new media strategy should be higher on their priority list

They have taken the following marketing and Promotional Strategy

Advertisement

Indian Premier League is scheduled to kick off on 18th April and its advertising and marketing is in full swingIndian Premier League ads are slowly gaining momentum on TV the theme songs are also out but most of them are week with SRKs IPL Kolkotta being an exception Kolkotta Knightriders backed by Shahrukh Khan started of early and look good but with a supposed 160 crore marketing blitz so far seems to be weak The official websites are also up and running and list is below However lets take a look out at a bunch of 10 IPl ads already on air the best of the lot is the dentist ad the first one on the list Shahrukh Khan and his theme song and

14

Decaan Chargers also have good efforts but with the exception of Shahrukh Khan others are not involving the regional audiences if they make use of regional rivalries and flavors in India a little more the connection would be better

1 Mumbai Indians take on Delhi Daredevils- the dentist ad really a good effort

2 Shahrukh Khan adds his star power to Kolkata Knight Riders with the theme song Korbo Lorbo Jitbo The theme song released earlier on youtube already has more than 35000 views

3 Royal Challengers Bangalore have put up their team introduction video with the song Eye of the tiger4 Preity Zinta and Yuvraj Singh are promoting Kings 11 Punjab the IPL Mohali team5 Deccan Chargers the unstoppables - IPL Hyderabad team have a pretty cool advertisement

6 Rajasthan Royals are singing to the theme song Halla Bol for IPL Jaipur team

7 Bangalore Royal Challengers versus Deccan Chargers8 Chennai Super Kings versus Kolkata Knight Riders

9 Mumbai Indians Theme song

Advertising for IPL will be generated through four major avenues namely air time sold by Sony Entertainment Television BCCIs own marketing plan promotional activities of the eight teams and from brands associated with the leagueAn industry source said BCCI had allocated roughly Rs 100 crore as its advertising budget while Sony is estimated to earn nearly Rs 300 crore from ad slots In addition close to Rs 200 crore will be spent on the teams for promotion and marketing While the brands associated with the league may not necessarily increase their marketing and promotional budget they will cut their spends on a particular medium So their overall contribution may not be very high However for the first round Rs 300 crore will be added to the total advertising pie IPL will be a new contributor to the ad industry IPL will have a salient launch and the advertising spends will be substantial But as the league gains popularity the ad spends will come down said Vikram Sakhuja COO South Asia Group M

Merchandise

From T-shirts and caps key chains and pens to lassi glasses and chewing gum owners of Indian Premier League (IPL) teams are preparing to roll out an array of cricketing merchandise as they seek an income boost in the Twenty20 tournamentrsquos second edition

Money game - Various teams look to sell items such as lassi glasses watches keychains chewing gums and special autographed items during the second season Sports merchandising which contributes 30-35 of total revenue for most sports bodies in developed markets such as the US and the UK is still a new concept in India where the biggest chunk of revenue for the eight IPL franchisees comes from a so-called central pool which includes media rights and sponsorship revenue

15

The teams earned Rs30-35 crore each from the central pool last year in addition to a modest amount of revenue from gate receipts local sponsorships uniform merchandising and licensingEstimates from at least three executives in three different IPL franchisee indicate that the eight teams are looking at selling merchandise worth a combined Rs 35-40 crore this year The teamsrsquo own share of this amount will likely be around Rs6-8 crore with the rest of the money going to merchandise partners and licensees who will pay only royalty to the franchisees Besides putting a wider range of merchandise on offer franchisees also plan to launch affordable itemsChennai Super Kings owned by Hyderabad-based India Cements Ltd and led by national team captain Mahendra Singh Dhoni has tied up in merchandising deals with retailer Future Group chewing-gum maker Wrigley India Pvt Ltd pen-maker Camlin Ltd and cola-maker PepsiCo India Holdings Pvt LtdIt plans to launch an ldquoaffordablerdquo range of apparel and watches chewing gum writing instruments and co-branded beverages likely to hit the market as early as by mid-MarchMohali-based Kings XI Punjab co-owned by Bollywood actor Preity Zinta is looking at selling items such as lassi (butter milk) glasses mugs badges and special autographed items at points of ticket sales The team also has a tie-up for merchandise with textile manufacturer Bombay Dyeing and Manufacturing Co LtdRajesh Metal Industries which makes steel products under the Hot Muggs brand is targeting sales of up to Rs12 crore in five years from items it makes for Kingrsquos XI PunjabLikewise Kolkata Knight Riders the team co-owned by actor Shah Rukh Khan is also expanding its portfolio of products ldquoThis time we will have many more items in the kitty such as mugs pens and keychains for which we are actively looking for right partnersrdquo said Joy Bhattacharya chief executive of the teamBesides expanding the range of merchandise the franchisees are also looking at launching affordable products in an effort to boost salesDelhi Daredevils the team owned by GMR Holdings Ltd and led by opening batsman Virender Sehwag tied up with sportswear maker Adidas India Pvt Ltd last year This year it has also tied up with Delhi-based garment maker Genesis IndiaThis time the Adidas merchandise will be available at 71 stores up from 45 stores last year Darshan M vice-president of commercial operations for Deccan Chargers the Hyderabad franchise owned by publisher Deccan Chronicle Holdings Ltd said ldquoLast year Nike was our partner but this time it is Puma as the company gave us a better deal and is willing to develop an affordable range of apparel and other productsrdquoOne of the primary reasons for the stress on ldquoaffordablerdquo prices is to check sales of fake products that are available at much cheaper pricesEven as efforts to build the merchandise portfolio gain ground most franchisees say it will take the segment some time to generate substantial salesldquoWe are expecting a double-digit growth in the revenues coming from merchandise this year as compared to the last onerdquo said a senior executive at one of the IPL teams who didnrsquot want to be named ldquoHowever each franchisee will still get less than a crore (of rupees) this season It will take at least two years for every team owner to fetch a couple of croresrdquo

Fan Clubs

(Want the best seats in the house for Indian Premier League (IPL) matches featuring Rajasthan Royals this season Then Join our Fan clubrdquo-Rajasthan Royals)

Playing to a new field16

Members of the Rajasthan Royals team winners of IPLrsquos season 1 at a Reliance Fresh outlet in Jaipur The players were promoting the teamrsquos fan club and encouraging locals to sign up A person have a if he is a Rajasthan Royals fan and between 12 and 16 years old The Jaipur franchise is offering its young fans a chance to be boundary boys for the team in the second edition of IPL starting in AprilDeccan Chargers the Hyderabad franchise is looking to establish a consumer connect with cricket fans on mobile phones and online The platforms will offer fans interactive features to ensure that their message reaches the team plus exclusive chats with players merchandise offers and ticket deals Fans could sign up for free or for a nominal Rs150 depending on the level of interaction they seekldquoThe idea is to convert a cricket fan into a Deccan Chargers fan and by that I mean not just someone who just likes the Chargers but a fan who starts spending time and money on the teamrdquo says Darshan M vice-president (commercial operations) at Deccan Chargers Sporting Ventures Ltd ldquoA fan becomes valuable when he starts spending money on the team When he buys merchandise enrols in a Chargersrsquo academy goes on Chargersrsquo adventure vacations buys a Chargersrsquo insurance or credit cardrdquo Not just the Rajasthan Royals and the Chargers IPL teams such as Chennai Super Kings Delhi Daredevils and Kolkata Knight Riders have also launched or are in the process of launching their official fan clubsThe idea essentially is to build the teamsrsquo core assetmdasha fan base that could serve as a marketing platform for their own brand and other advertisersrsquo brands at a later date In due course these fan clubs could emerge as powerful new revenue streams from merchandising to licensing dealsFans can enjoy goodies that range from hefty discounts on tickets to autographed memorabilia access to premium tickets and parking space mobile downloads exclusive content and in some cases even a chance to attend the official team party Rajasthan Royals which won IPLrsquos inaugural edition last year is offering fans a chance to enlist in five categories of clubs The priciest and the most exclusive is the Maharaja Club which comes with an yearly fee of Rs15 lakh and is open to only 200 people Membership to the Young Royals club could cost a more modest Rs2500Rajasthan Royals is looking to widen its target audience by reaching out to different groups While the entire team will be used to drive fan traffic it will use customized campaigns to reach out to different groups For example the team is running the Royal Divas contest that is aimed at young women who are fans of cricket or of hunky players and in some cases both ldquoThe winner will be the captain of the cheerleaders squadmdashshe doesnrsquot necessarily have to be a cheerleader but a fan who will lead the womenrsquos fan club and may even feature in the new music video (planned by the team)rdquo says Utkarsh Singh business development executive for the Rajasthan RoyalsChennai Super Kings will reach out to its target audience online as well as through select Cafeacute Coffee Day and Reebok outlets The team is also counting on television reality showsmdashthe CSK Juniors aimed at cricketing talent and CSK Cheerleaders that will focus on recruiting young people who will lead the cheerleaders during matches The show will also be used as a platform to promote the players says Rakesh Singh head (marketing) at Indian Cements Ltd owner of Chennai Super KingsldquoEspecially some of the players from Tamil Nadu who may not be well known but could drive the local fan base is where we want to startrdquo Singh adds For example players such as L Balaji could be used to help build hype before the IPL season and drive up ticket sales and brand value Membership to the Kingrsquos Club will come at Rs500 for school children and Rs1000 per year for everyone elseEventually the Chennai franchise would like to create a team of fanatic Super Kings supporters who travel with the team much like the Barmy Army that accompanies the England team on all its toursSome teams such as Mumbai Indians are taking it one step at a time ldquoWersquore not here for the short term and wersquore not playing the valuation gamerdquo says a spokesperson for the Mumbai Indians team ldquoYou canrsquot build a fan following in a year A lot has to sink into (the consumersrsquo psyche) before a fan club can work Merchandising is the first step we want people to feel more a part of the team and then gradually increase the involvementrdquo

17

Some are sceptical about the commercial potential of fan clubs ldquoFan clubs as a source of revenue (from membership and retainer fees) for IPL teamshellip I see zero scope for that happening right now as there is no value being provided to consumersrdquo says Anirban Das Blah chief executive of Globosport India Pvt LtdThe strategy should be to launch not a paid-for service but to mobilize a consumer base for advertisers and sponsors he says explaining that internationally fan clubs offered their fans huge value in terms of discounts access to premium tickets training sessions memorabilia and in certain cases voting rights in club elections among other things ldquoEven clubs such as Manchester United have been around for 150 years and itrsquos taken them that time to build it to what it isrdquo says Mahesh Ranka general manager of Relay India a specialist division of the Starcom MediaVest Group ldquoToday a lionrsquos share of the revenue for the team comes not from television radio or Internet rights or sponsorships but through merchandise Will it take us (IPL teams) that long No But it will definitely not happen overnightrdquo

YoungistanldquoYe hai youngistan meri jaanrdquo

ldquoSports are a great window on the societyrdquo mdashDavid Halberstam Pultizer Prize-winning authorjournalist

So does the IPL success reflect a changing India or is it just fantastic marketing Possibly a bit of both The IPL capitalizes on amp mirrors some emerging consumer trends amp therein lies its success n India Shining Itrsquos now Indiarsquos moment of glory amp thatrsquos what our GenX believes amp wants India bidding for the worldrsquos best players Indians captaining global stalwarts mdash IPL is an Indian takeover of cricket Whatever the outcome of IPL final it will still be an India win Unlike the often stressful moments leading to disappointing outcomes of our national team versus another country IPL is a total win-win for India

The Best The World Has To Offer Unlike their parents todayrsquos Indians are familiar with the worldrsquos best amp latest And they will not settle for less IPL is just that The best players from across the world the cheerleaders flown in the best brands offering customised merchandise stadiums all spruced up McD burgers amp CCD coffee on the stands Even the spiffy MI3 looking walkie-talkie toting security guards at the stadiums are so different from the portly amp bored policewallahs who would earlier herd crowds Watching an IPL match live is actually a world-class experience (if you just ignore the parking hassles)

Metros Going Global Mumbai Chennai Kolkata are no longer about the Ghats the Madrasis amp the Bongs The IT amp ITeS boom has made our metros into multicultural multilanguage multiethnic melting pots with enough Gora presence The IPL teams reflect just that Homogeneous yet heterogeneous Saurabh Tiwari Manish Pandey amp Harbhajanrsquos being on the Mumbai Indians team will be giving sleepless nights to Raj Thackery amp his MNS But thatrsquos what our cities are today amp thatrsquos what we have come to accept

Fast amp Furious Time is at premium amp patience a forgotten virtue For a young India IPL is instant gratification Three hours of excitement amp fast-paced action Unlike other sports in T20 there is some scoring every minute of the game And when there is a break in the game the cheerleaders ensure that the crowds remain titillated amp the adrenaline continues to flow Pretty much the 2 minute-noodles-with-added-masala formula Its time has finally come

Page 3 Is The Way To Be In a country obsessed with Bollywood amp cricket IPL has just the right mix The star quotient in sports has never been so high Our Bollywood team owners along with their glitterati friends have widened IPL from sports page to Page 3 There is something in it from everyone mdash from the crazy cricket

18

addict to his SRK obsessed girl-friend mdash IPL covers it all The glitzy team uniforms (how can we ignore the gold amp silver pads) the Hollywood inspired team names amp of course the Washington Redskins have caught a nationrsquos imagination In fact cheerleading is all set to debut as the latest career option for the young swinging Indian

Show Me The Money Money amp opulence rule Our youngistan is obsessed by big money bigger salaries side money at the BPO quick bucks on the Stock Exchange To have is great to have not is a non-option IPL is the mother of big money 160 players have been paid unheard-of-dreamt-of money And that is a big drawmdashndash we are hooked to guys with big money Remember Harshvardhan Nawathe the first KBC winner amp how his winning episode doubled the already huge KBC ratings

Desperately Seeking Entertainment Couch potatoes we no longer are But so far apart from the saas-bahu sagas entertainment was limited to shopping eating amp cinema IPL is a great new hangout evident by the stands packed mostly with young males 15-25 years SEC AB having the time of their lives The festive atmosphere created by the cheerleaders speakers blaring the team anthems amp Bollywood songs all add to the picnic But clearly Indians are starved for some out-of-home entertainment

Ready For Change At home also the shenanigans on-field be it the cheery cheerleaders or the bad Bhajji are a welcome relief for soap fatigued families evident by the high TRPs of IPL amp the falling fortunes of daily soaps IPL offered a whole new experience amp India was ready to give it a try Of course since most of India is a single-TV home it also shows that finally the males have got hold of the remote

Cheer Leaders

Enlisting cheerleaders is a marketing tactic aimed at striking a connect between the teams and spectators and an additional attraction to draw crowds to the games at a time when slowing growth and slumping markets have enveloped the economy in gloom franchisees say ldquoWe look at it as a good marketing initiative It will help us build buzz around the team as well as generate additional revenuesrdquo said Rakesh Singh chief marketing officer of Chennai Super Kings the losing finalists last year

Chennai Super Kings has launched a talent hunt show on Star Vijay a Tamil general entertainment television channel to select the girls who would cheer for the team on the cricket grounds The additional revenue Singh referred to includes advertising the channel will attract for the show

In a consumer survey conducted by Mindshare a media buying firm and market research agency Synovate India Pvt Ltd last year after IPLrsquos conclusion Chennai topped the list of cities that had slammed the concept of cheerleading

The survey conducted among 3602 individuals in the age group of 15-45 across 10 cities in the country found that while 25 of viewers across the country ldquodisliked the cheerleaders aspect of IPLrdquo 39 of people in Chennai the highest for any city found the gyrating dancers in skimpy uniforms offended their sensibilities According to the

survey the second largest percentage of viewers who found fault with the cheerleaders came from Bangalore where around 34 gave them the thumbs down Flamboyant liquor tycoon Vijay Mallya owner of the

19

Bangalore Royal Challengers last year flew in the Washington Redskins cheerleaders to perform for the team at a cost of Rs12000 per hour

Some conservative politicians and activists last year found the presence of cheerleaders dressed in short skirts and low tops to be offensive

The Royal Challengers is now forming its own extravagant local version of the Redskins ldquoWe are not getting the Redskins this time but we are getting some professional international cheerleaders to train Indian girls to cheerlead our teamrdquo said Vijay Rekhi president United Spirits Ltd part of Mallyarsquos UB Group

Even Hyderabadrsquos Deccan Chargers which imported professional Australian cheerleaders last year is creating a big marketing blitz this season ldquoWe are doing something really different around the whole cheerleading activity this yearrdquo said Darshan M vice-president of commercial operations Deccan Chargers He didnrsquot share details about

what the team was up to because of concern that the idea may be copied by rivals ldquoAll I can say is that it will include professional cheerleaders and not just some local dance troupes It is going to include a lot of excitement and we will build hype around itrdquo Darshan said

Like Chennai Super Kings Bollywood star Shah Rukh Khanrsquos Kolkata Knight Riders (KKR) has also tied up with a general entertainment channel mdashNDTV Imaginemdashto launch a dance contest to select its squad of cheerleaders ldquoThe show called Knights and Angels is one of our initiatives in creating a marketing buzz around season twordquo said Joy Bhattacharya director Kolkata Knight Riders

Last yearrsquos IPL winner Rajasthan Royals has launched a contest called Royal Diva Targeted at women in the 18-22 age group it involves a nationwide hunt for a cheerleading squad for the champions The winners will also be part of a music video the Jaipur franchisee is putting together as part of its marketing exercise

Bollywood actor Shilpa Shetty who recently bought a stake in Rajasthan Royals will also be actively involved in the hunt for the ldquobest cheerleadersrdquo for the team

Mumbai Indians the franchisee from Mumbai meanwhile is in talks with a national dance troupe to cheer for the team according to the teamrsquos spokesperson

While all viewers may not have liked the cheerleaders on the ground last year the franchisees say there has been a tremendous response to their initiatives from the target groups ldquoThe response to our cheerleading contest has been better than what we expected The auditions start next week and we have a lot of college-goers enlistedrdquo said Super Kingsrsquo Singh

Marketing experts argue that cheerleaders add a certain glamour to the tournament and help prevent monotony from setting in ldquoLast year although there was controversy surrounding cheerleaders they created sufficient buzz around the gamesrdquo said Anand Halve co-founder of brand consultancy Chlorophyll Brand and Communications Consultancy Pvt Ltd

ldquoThis year when the times are tough such reality shows and talent hunts will not only help the teams earn revenues through sponsorships and advertisements but also build a team of fans straightawayrdquo

Agrees Bangalore Royal Challengerrsquos Rekhi ldquoWe donrsquot think they (cheerleaders) are a distraction and nor are they vulgar They add the entertainment and fun element to the game and thatrsquos what IPL is about anywayrdquo

20

Sponsors for the inaugural IPL edition Hero-Honda Religare adidas and Kingfisher will continue to support Delhi Daredevil NEW DELHI Soft drink major PepsiCo on Friday said it has bagged the sponsorship rights for Mumbai Indians for the upcoming Indian Premier League (IPL) season Under the partnership PepsiCo would have the exclusive pouring rights at home matches besides being the official beverage provider for the Mumbai Indians one of the eight teams of IPL PepsiCo said in a statement

The company said it has also got exclusive branding rights on the uniforms of the player besides in-stadia visibility and activation rights

PepsiCo India Executive Vice President-Marketing Sandeep Singh Arora said We are thrilled to announce Pepsis association with the Mumbai Indians in the Indian Premier League 2009 This partnership also brings with it a unique platform for Pepsi to engage with millions of cricket fans in Maharashtra and across the country

With this tie-up the company is gearing up for communication programmes comprising mass media in-stadia and in-market activation and online platforms

Television Rights

Winning Bidder Regional Broadcast Rights Terms of Deal

SonyWorld Sport Group

Global Rights India10 years at USD 1026 Billion

Network Ten Free-to-air television in Australia5 years at AUD 10-15 Million

Setanta Sports United Kingdom and Ireland on a subscription basis5 years terms not disclosed

Arab Digital Distribution

Middle East broadcast rights on ADDs ART Prime Sport channel Will broadcast to United Arab Emirates Bahrain Iran Iraq Jordan Kuwait Lebanon Oman Qatar Palestine Saudi Arabia Syria Turkey Algeria Morocco Tunisia Egypt Sudan and Libya

10 Years terms not released

Willow TV Rights to distribute on television radio broadband and Internet 5 years terms not

21

for the IPL in North America released

Super Sport South Africa broadcast rights Terms not released

GEO Super Pakistan broadcast rights Terms not released

Asian Television Network

Canadian broadcast rights Aired on ATNs CBN amp ATN Cricket Plus channels on a subscription basis Aired on XM Radios ATN-Asian Radio as well

5 years terms not released

Franchisees This is another strategy to do business with cricket some fact files are shown below

Franchise Owner(s) Price (USD)

Mumbai Indians Mukesh Ambani and Reliance Industries Limited $1119 million

Royal Challengers Bangalore

Vijay Mallya and UB group $1116 million

Hyderabad Deccan Chargers

Deccan Chronicle $107 million

Chennai Super Kings

India Cements and N Srinivasan $91 million

Delhi Daredevils GMR Holdings $84 million

Kings XI PunjabPreity Zinta Ness Wadia Karan Paul (Apeejay Surendera Group) and Mohit Burman (Dabur)

$76 million

22

Kolkata Knight Riders

Shahrukh Khan Juhi Chawla Mehta and Jai Mehta (Red Chillies Entertainment)

$7509 million

Rajasthan RoyalsEmerging Media (Manoj Badale Lachlan Murdoch Suresh Chellaram)

$67 milliSon

Franchise Earnings

Franchise Revenues ExpensesProfitLoss

(Rupees Crores)

Mumbai Indians a Broadcasting Rights - 35 b Team Sponsors - 20 c Gate Receipts - 14 Total Revenues(a+b+c) - 69

a Franchise Fees - 45 b Team Expenses - 20 c Advertising amp Admin - 20 Total Expenses(a+b+c) - 85

Net Loss - 16(To be profitable in season 2)


a Broadcasting Rights - 35 b Team Sponsors - 0 c Gate Receipts - 10 Total Revenues(a+b+c) - 45

a Franchise Fees - 48 b Team Expenses - 22 c AdvertisingAdmin - 18 Total Expenses(a+b+c) - 88

Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings




Delhi Daredevilsa Broadcasting Rights - 35 b Team Sponsors - 20

a Franchise Fees - 34 b Team Expenses - 23

Net Loss - 66(To be profitable in

23

c Gate Receipts - 154 Total Revenues(a+b+c) - 704

c AdvertisingAdmin - 20 Total Expenses(a+b+c) - 77

season 2)

Kings XI Punjaba Broadcasting Rights - 35 b Team Sponsors - 22 c Gate Receipts - 9 Total Revenues(a+b+c) - 66






Net Profit ndash 13

Rajasthan Royalsa Broadcasting Rights - 35 b Team Sponsors - 16 c Gate Receipts - 8 Total Revenues(a+b+c) - 59


Net Profit ndash 6

All Figures are in Indian Rupees crores (1 crore = 10000000 Rupees)

Though some franchises have lost money in the first season they will get the profit in the coming years

Sponsorship rights

Indian real estate developer DLF Universal secured exclusive rights to the Indian Premier League title sponsorship worth INR 200 crore (over US$50 million) for five years Hero Honda has been selected as an associate sponsor for five years in a deal worth US$225 million

In addition soft-drink giant Pepsi secured the title as the tournaments Official Beverage by signing a five year deal worth USD 125 Million The proceeds of the latter are to be shared equally by the leagues franchise owners [

Kingfisher Airlines has been named IPLs umpire partner with rights to advertise of umpires clothes and also sponsoring third umpire decisions for five years The deal is worth Rs 106 crores (appx US$ 265 million)

T20 tournament which spreads over 45 matches

Team Wise Strategy

The Indian Premier League (IPL) the Board of Control for Cricket in Indias (BCCI) Twenty20 tournament is estimated to generate an advertising revenue of over Rs 600 crore in its first seasonIn the first year each of the eight team owners will spend around Rs 25 crore on marketing and promotion which include below-the-line

24

activities city-based club activations and so onWe will spend in the range of Rs 20 crore on team promotions said P K Iyer managing director Deccan Chronicle which owns the Hyderabad team

Delhi team owner GMR Holdings and Jaipur team executives too confirmed that they would spend around Rs 20 crore each in the first yearWe will spend over Rs 16 crore on promotions as we will concentrate on brand building said Fraser Castellino the CEO of Emerging Media who along with Lachlan Murdoch owns the Jaipur teamBangalore April 10 Royal Challengers Bangalore is pumping in $4 million on various marketing initiatives for the upcoming Indian Premier League Twenty20 tournament The initiatives include roping in the famous lsquoWashington Redskins Cheerleadersrsquo (of the National Football League of the US) to be its official cheerleaders for the first few matches of the tournament Subsequently the league team from Bangalore will be cheered by a cheerleading team picked by the Redskins through a lsquorealityrsquo talent hunt Royal Challengers Bangalore hopes to create a ldquolarge fan baserdquo and get a ldquolarger footprintrdquo across the country beyond Bangalore through promotional activities such as this

Other activities include a music video road shows a Web Site ( wwwroyalchallengerscom) and a media campaign to promote ticket sales A coffee table book on the Royal Challengers team featuring trivia and pictures will also be released soon The music video directed by director Sanjay Gupta with music composed by Sandeep Chowta will be aired on music channels from April 19 It features brand ambassador Katrina Kaif members from Royal Challengers ndash Rahul Dravid Anil Kumble Zaheer Khan Mark Boucher and Jacques Kallis apart from Mr Vijay Mallya of the UB group A TV commercial (with extracts from the music video) will go on air on various TV channels during the third test match between India and South Africa in Kanpur which begins on Friday An outdoor and print campaign is already on Road shows are being conducted throughout Karnataka across Mysore Mandya Hubli and Bangalore Other events like lsquomeet and greetrsquo with players will also be held through the country says Mr ShyamRoyal Challengers Bangalore has tied up with Reebok for sporting gear and Louis Philippe for formal wear

So we can understand that how IPL has used the 4PS (Product Promotion Price Place) of Marketing successfully to Market or Sell IPL

25

Chapter 4

Comparing IPLICL and other sports

Leagues

26

What is ICL

Sport Cricket Founded 2007 Commissioner Kiran More No of Teams 9 city teams

4 International teams Countries India Pakistan Bangladesh

World

ICL initially had six teams which have now increased to eight (over 200 players) All these teams were owned by Subhash Chandra unlike the eight teams in IPL owned by different franchises

The investments in ICL are in excess of Rs1bn ICL is scheduled to have four tournaments in an year of which three are televised events while IPL

has only one season ICL has evolved despite several constraints like unavailability of venues and professionals associated

with ICC The first season was telecast on Zee Sports and was held in one venue The second season was more successful as ICL was able to secure three venues for 24 matches ICL

was able to telecast matches on Zee Sports and Ten Sports Other telecasters include Geo Super in Pakistan Astro amp Telkom Malaysia Starhub in Singapore Showtime Arabia in Middle-East Zee Sports in USA amp Canada and Zee Cinema in United Kingdom amp Europe Global rights have been sold for US$10mn

Besides the second tournament was able to garner good sponsors Edelweiss was the title sponsor with Rs150mn (for ten years) while JVC Aircel Vodafone and Intel were associate sponsors

Stakes in teams like Kolkotta and Lahore have been sold to Mithun Chakraborthy and Moammar Rana respectively

It had a TVR of 12 Its revenues till date have been Rs750mn and is expected to break even in FY09E

27

The Indian Cricket League (ICL) is a private cricket league that runs parallel to the Indian Premier League (IPL) managed by Board of Control for Cricket in India (BCCI) The biggest tournaments with international players follow the Twenty20 format while there is also a domestic 50-over tournament Matches were initially held at Tau Devi Lal stadium in Panchkulanear Chandigarh Lal Bahadur Stadium in Hyderabad and at Tau Devi Lal Stadium in Gurgaonnear New Delhi However since 2008 games are played at more venues across IndiaThe first edition had 6 teams which expanded to 8 in early 2008 and added one more in the second half of the same year Players participating in this league have been banned by the cricketboards of their respective countries as the ICL is regarded by them as unsanctioned rebel league

Zee Telefilms part of the Essel group promoted by Subhash Chandra had bid for the telecast rights to the 2003 Cricket World Cup Although the highest bid it was unsuccessful In 2004 Subhash Chandra again bid for telecast rights and ended up in an inconclusive court battle He made another bid for the 2006 ICC Champions Trophy rights and once again lost He responded by creating the ICL ldquoThey denied us the cricket content rdquo said Himanshu Mody business head of ICL and Zeersquos sports ldquoso we had to create our own contentrdquo Zee Telefilms announced that it would partner with major infrastructure group ILampFS to create a new ambitious cricket organisation the Indian Cricket League With prize money of one million US dollars in the initial edition for the winning team

The ICL was set up with a billion dollar Indian Rupee corpus and was to initially comprise six teams playing Twenty20 cricket with plans to expand to sixteen teams within three years and to eventually move to 50-over matches These plans if realised will make ICL the richest professional league in India On 24 July 2007 some famous international names were announcedto have signed to play in the ICL including highest innings record-holder Brian LaraDue to the unofficial nature of the league most of the national cricket boards warned their players against joining it and as a result most of the international players who signed for the first edition were retired internationals such as Brian Lara Chris Cairns and Craig McMillan or former players with little hope of breaking back into their national team such as Chris Read and Daryl Tuffey A notable exception was Imran Farhat who chose to opt out of his Pakistan Central contract to sign with the League Former Pakistan captain Javed Miandad said he was not able to understand why the PCB would not allow its players to participate in the league and why it was threatening players with a lifetime ban The PCB subsequently banned players involved in the ICL from playing domestic cricket a move that prompted some players notably Farhat and Taufeeq Umar to threaten court action The opposition to the league from the national cricket boards across the world and the International Cricket Council (ICC) has continued into the leagues second edition Several international ICC players who were signed to play domestic cricket for teams in the English County Championship including Shane Bond Rana Naved-ul-Hasan Mushtaq Ahmed and Jason Gillespie were unable to fulfill their County Championship contracts because the home counties cricket boards refused to grant them the necessary documents to play in England

The first edition of the league commenced on 30 November 2007 The league consisted of six teams with the matches played at Panchkula near Chandigarh It concluded on 16 December 2007 with the Chennai Superstars winning the first title The second edition was a 50 over tournament played from 7 January 2008 to 28 January 2008 at Mayajaal Cricket Ground near Chennai with Chennai Superstars winning again A third edition which commenced on 9 March 2008 saw the league expanded to eight teams and matches being played at two further venues Hyderabad and Gurgaon The Hyderabad Heroes won the 3rd edition The fourth edition was a domestic Twenty-20 tournament won by Chandigarh Lions

28

The second season which added Ahmedabad as a venue commenced in the last quarter of 2008 with the Lahore Badshahs from Pakistan winning for the first time

Each team is be coached by a former international cricketer and will comprise four international two Indian and eight budding domestic players Essel Group is also planning to set up cricket academies all over the country The BCCI has been assured that it is free to draw from ICLs talent pool The league became active in November 2007 with matches in the Twenty20 format

Former international cricketers including Kapil Dev Tony Greig Dean Jones and Kiran More have been hired as board members of the Indian Cricket League The board positions will be paid positions

Nine teams of private clubs

Mumbai Champs Chennai Superstars Chandigarh Lions Hyderabad Heroes Royal Bengal Tigers (Kolkata) Delhi Giants Ahmedabad Rockets Lahore Badshahs Dhaka Warriors

Each team has a paid mentor media manager psychologist and physiotherapist There is a US$ 1 million prize for the winning club team An Ombudsman is available to look into grievances of players

Transparency IssuesIndependent analysts have had difficulty gauging the financial viability of the ICL due to the lack of transparency of the leaguersquos operations Terms of contracts are hidden and advertising revenue from match telecasts mdash considered to be a major contributor to revenues mdash have never been disclosed Because they are unsanctioned by the ICC the teams do not have access to the best facilities across the whole country or access to the best players limiting their ability to generate high gate revenues This lack of transparency leads to questions regarding the overall viability of the ICLrsquos business model

The Stanford 2020 Tournament

The Stanford 2020 Tournament is a single elimination knockout cricket competition featuring teams from several Caribbean territories vying for the top spot Twenty (20) teams will compete in the 2008 Tournament Created by Antiguan financier Sir Allen Stanford the inaugural Tournament took place in JulyAugust 2006 with Guyana emerging as the Stanford 2020 Champions

29

The uniqueness of the Stanford 2020 lies in the prize money that is awarded throughout the Tournament Sir Allen is adamant in his belief that excellence should be rewarded and the prize structure for the competition reflects this The Stanford 2020 has the largest purse of any domestic cricket Tournament in the world

Tournament Winners US$1 Million to Team and US$200000 for their Cricket Board for development Tournament Runners-up US$500000 to Team and US$100000 for their Cricket Board for

development Man of the Match in Final Match US$100000 Play of the Match in Final Match US$25000 Man of the Match for all qualifying matches US$25000 Play of the Match for all qualifying matches US$10000

Total Prize Money to be awarded US$1 960000

Stanford has enlisted the support of 13 cricket legends who act as ambassadors for the tournament advancing the philosophy behind the event assisting with the promotion of the competition throughout the region and supporting the participating countries Along with Sir Allen and noted Montserrat judge Ken Allen these men make up the Stanford 2020 Board of Directors They are Sir Everton Weekes Sir Garfield Sobers Rev Wes Hall Lance Gibbs Andy Roberts Sir Vivian Richards Desmond Haynes Courtney Walsh Gordon Greenidge Joel Garner Richie Richardson Ian Bishop and Curtly Ambrose

Support for Regional Cricket DevelopmentTo create an atmosphere for each of the nations to excel in the Tournament and to ensure their long-term development Sir Allen invested more than US$6 million in support funding to the 19 countries which participated in the first Tournament in 2006

Each countrys governing cricket body initially receives US$280000 US$100000 of these funds is for capital investment and to be used for facilities and infrastructure improvement practice fields and other cricket equipment US$120000 is provided for coaches and players support and development (US$10000 monthly) and US$60000 for maintenance of facilities and equipment (US$5000 monthly)

Sir Allen has committed to continuing the monthly funding of US$15000 to the countries over the next three years He has also promised a further investment of US$100 million over the same period US$20 Million of which will go directly into grass roots cricket throughout the Caribbean region

Stanford 2020

Country(ies) Antigua and Barbuda

Cricket format Twenty20

First tournament 2006

Tournament format(s) Knockout

Total participants 21

Current champion Trinidad amp Tobago

Qualification Stanford Super Series

30

Official website httpwwwstanford2020com

The Stanford 2020 Tournament is a cricket tournament in the Caribbean island of Antigua It was held first in July and August 2006 in the West Indies at the Stanford Cricket Ground St Johns Antigua and Barbuda and the same place the year after It is a variety of the popular Twenty20 format first introduced in English cricket in 2003The format was initially devised and made possible by Allen Stanford as a part of his (private) plan to bring West Indian cricket back to life 19 teams took part in the inaugural knock-out tournament and 20 teams took part in the second tournament (although 21 teams were originally scheduled to take part) It will now be a part of the official calendar of the WICB TeamsAnguilla Pro Team Antigua amp Barbuda Pro Team Bahamas Barbados Bermuda British Virgin Islands Cayman Islands Cuba (in 2008 [barred])

Dominica Dominican Republic (in 2009) Grenada Guyana Jamaica Montserrat Nevis Pro Team Puerto Rico (in 2009)

Saint Kitts Saint Lucia Pro Team Saint Maarten Saint Vincent amp the Grenadines Trinidad amp Tobago Turks and Caicos Islands (in 2008) United States Virgin Islands

In August 2007 the Stanford 2020 Board of Directors announced the formation of further six professional teams in addition to the one previously established in Antigua amp Barbuda as part of the Stanford 2020 Professional League programme Of the then seven teams Anguilla Antigua and Barbuda Nevis and Saint Lucia will take part in the 2008 edition

Other private cricket leagues

Most professional cricket around the world is run by the national cricket boards of the full members of the ICC but there have been several previous attempts to create professional leagues outside the established system Like the ICL each of them came into conflict with the establishment

World Series Cricket was formed by Australian media tycoon Kerry Packer in the late 1970s and played a major role in the development of limited overs cricket and commercialisation of the game

Pro Cricket League in USA formed by Kalpesh Patel It started with eight teams on 2 July 2004 and expired the same year[31]

Indian Cricket League (USA) formed in 2005 by PayAutoMata Group in the US state of Florida Stanford 2020 formed in 2006 by billionaire Sir Allen Stanford in the West Indies It has since

reconciled with the cricket establishment gaining recognition by the West Indies Cricket Board

What we feel in India apart from the Bollywood Bindass Box (TV Serials) and ICL are the greatest competitors of IPL in IndiaAs we can see that IPLICL have taken similar kind of strategy then also IPL is more successful than ICL We tried to find out the reason behind that and for that we have conducted a survey The questioner and the analysis is Following

31

The lsquofirst moverrsquo advantage is something that management students are taught as part of marketing strategy The IPL vs ICL battle has proved that tenet wrong it would seem

The Indian Cricket League was the first off the blocks in November 2007 when the country flush with the victory in the T20 World Cup was on a cricketing high There was a call to encourage young blood and if someone mentioned ldquono country for old menrdquo one would have been in doubt whether the reference was to the Oscar winning movie and the poem from WB Yeats which had that as the opening line or to the selection policy for the future national cricket team

The timing seemed ripe for Subhash Chandra put the weight of the Zee media network behind the venture to start an alternate cricket set up that would bring in fresh blood which was in the fringes and give that talent its rightful place in the sun through the Zee media platform Along wiith ILampFS Zee put in Rs 100 crore behind the venture

However within three months of the ICL the IPL was rolled out by the BCCI and the situation has changed dramatically for ICL The attempt in this article is understand the revised business situation from the point of ICL and to analyse and hazard a few top of mind options in terms of a way forward

Those familiar with Michael Porter and his lsquofive forces frameworkrsquo would understand the dynamics of this situation perfectly At the risk of stating the obvious the lsquofive forcesrsquo refer to the dynamics that prevails in any industry structure namely rivalry among existing competitors (BCCI was a monopoly) threat of new entrants (IPL would have been a logical reaction to counter the ICL challenge)bargaining power of suppliers ( players in this case and the talented ones who now have a choice ) bargaining power of buyers ( the 117million viewers of CampS who with their remotes decide the fortunes of both ICL and IPL) threat of substitute products ( in the vital T20 category IPL is a substitute and the West Indies league is another competitor for players and an already scarce playing calendar) Shifts within these forces have changed the situation for ICL taking away its first mover advantage and is threatening to leave it as an also ran

It may be advisable to analyse this situation within the five forces framework and understand the underlying reasons even while hazarding a prognosis on what lies ahead

Suppliers in this context refer to players They provide the rsquo raison de etrersquo for the product Getting the right talent and ensuring a balance is crucial Cricketrsquos appeal has been its uncertainty and sustaining it through the 4 hours of an match is essential When the skill levels are ldquoelectrifyingrdquo to borrow Ravi Shastrirsquos favourite phrase we have a lsquocracker of a matchrdquo

ICL tried to ensure that Cricketers were offered significantly larger fees and nearly 10 international players of the stature of Brian Lara Lance Klusner Craig McMillan Micheal Beaven were signed up for Rs 3 crores apiece for a three year period Nearly 30crore was invested in ldquostarrdquo players and a similar amount was spent on local talent For a domestic player of repute a contract that offered him anything more than 16 lakhs a year was manna from heaven ICL therefore had a mix of ldquono namersrdquo who were the local talent and a motley crew of international ldquobrandrdquo players

Reaction from BCCI the rival was swift It revised the players fee to match that of ICL at almost Rs 36000 per match for the domestic player The IPL was also rolled out and the cream of international talent was signed on 78 to be precise A lot of talent players switched sides and some even left ICL after signing up

While overseas associations refused to blacklist players of the ICL the BCCI went ahead and alitigation for unfair practice did not stop it To drive the advantage further it has now rolled out a Champions League and has

32

issued a mandate that ICL players will be excluded irrespective of their national cricket association selecting them

This has been one single factor for ICLrsquos poor showing in my opinion And the next lsquoforcersquo which is the buyer behaviour will illustrate this better

Buyers of the product are viewers and these include ones in the stadium and those in the drawing rooms with remote in hand It is amply clear to anyone familiar with the business of sports that it is television coverage and viewers who are the deciding factor nowadays The Premier League in English football was started to take advantage of the lucrative broadcasting rights Here too BCCIrsquos revenues are accounted for largely by television broadcasting rights In fact 80 to be accurate

What draws viewers to cricket is the unpredictability of the result and when it closely contested there is excitement To dish this out you need superior talent Even when these two are accounted for there is the question of emotional relevance They need a player or more with whom they identify with so that they can ldquosupportcheer rootrsquo for Without that the contest is cold

ICL managed the first two talent and excitement However emotional relevance or the connect is missing The TRPrsquos of 1 and thereabouts for the ICL is evidence of this IPL had TRPrsquos of nearly 5 + throughout and nearly 9 for the finals

The emotional relevance is due to the absence of any ldquoTeam Indiardquo player in the ranks Dinesh Mongia is hardly box office Sachin Dhoni Yuvraj Sehwag who can eyeballs on their own strength are all with the IPL

To enhance the loyalty of buyers it is abundantly clear that the valence of the product has to be hiked The ICL brand has to build equity The brand architecture indicates that the building block is the ldquobrandrdquo players The promotional efforts of ICL were very limited Apparently Rs 20 crores were spent in promotions but this has somehow been washed away by the publicity blitz unleashed by the BCCI IPL combine Nearly Rs 190 crores has been spent in promoting the IPL between the BCCI (Rs 40 crores ) Sony SETMax putting in Rs 45 crores as part of its commitment and franchisees putting in Rs 94 crores on various for a to build their fan base

Zee and ICL would need to invest in building their players as brands their teams as umbrella brands ( no not the ones we use during monsoons but the collective brandunder which brand players function as one) and the ICL in itself as the mother brand ( no offence to the paternal ones but maternity is a fact and paternityhellip)

As Rakhee Sawant who seems to be the lsquounderdogrsquo ( no pun intended and deliberate use of the masculine gender ) brand of the year says ldquojo diktha he woh bikta herdquo He He

The term ldquobuyerrdquo could also be used for the ldquoinvestorsrdquo in the game Here too

the rival offering has also been better engineered ICL has managed to get only low profile sponsors like the title sponsor Edelweiss Capital the Mumbai ICL team sponsor Dabur Glucose Bharat Student com which the sponsor of the Hyderabad team and Pioneer Urban which sponsors the Delhi team

IPLrsquos strategy of spreading the ownership and stakes has worked The investment in the league has been Rs 303 per year by sponsors for the title and nearly 94 crores on promoting the event With so much prestige and money running on the league the franchisees have done their bit in terms of raising the decibel level

33

The television rights were at an all time high of Rs 385 crores per year and a commitment from the broadcaster to put in promotions worth Rs 45 crores for each season Splitting this with the franchisees was a masterstroke and brought in investor confidence Linking the TRP ratings to future sharing of broadcasting revenue will ensure that 8 franchisees will do their bit to handle the lsquobuyersrdquo ICL seems to be fighting this as a lone ranger Widening the ownership was a trick that was missed

Rivalry from the BCCI has also resulted in substitutes being used to make the task difficult for ICL Its maiden league was cannibalized by the Indo Australian series and then the South African tour With the Bhaji vs Symonds spat assuming international proportions thanks to a willing and eager media the ICL was all but relegated to obscurity

The calendar issue is likely to recur with players (suppliers) complaining of excessive cricket and the law of diminishing returns applying to the buyers ICL would find it difficult to time its events to make a significant connect with its buyers Summer vacations in the North have been taken by the IPL the September slot is going for the Champions Trophy and the December season is booked in the Southern Hemisphere with the Australian South African and New Zealand Associations scheduling summer tournaments

The way forward for ICL would be what it is planning to do already The UAE UK and other markets where the Asian Diaspora exists seems to be the segment to target Shahrukh Khanrsquos entry and rise in the Godfather and Family driven film industry is testament to the fact that shrewd selection of target markets and delivering carefully engineered products to these niche segments can make for great marketing successes

In the overseas South Asian market entertainment options are few and gate collections in terms of per spectator and per match would be significantly higher One could keep football as a benchmark here 35 of club revenues come from the box office Merchandising is also a money maker and Indian fashion sells

The time zones and calendar issues can be handled better Erratic weather in the Middle East is not an issue though it may be in the US UK and Canada

Live telecasts may not be the revenue driver and thatrsquos a fact to live with unless there is migration of brand players who are Team India caliber and have their own fan following ICL would then have to offer them a lot more than 3 year conrtracts

Changes in the league ownership pattern and bringing in entertainment as a focus could shift things Gate revenues could be the money spinner then A much higher advertising effort and savvy PR could buttress things to some extent too

As Amir Sohail says ad nauseum ldquoyou should play with the right ideasrdquo hellip leftistrsquos kindly excusehellip this is not the nuclear 123 agreement but the 123 of successful marketinghellip

Here is a news report which also supports the opinion that not only the Quality cricket but also the MARKETING AND PROMOTIONAL STRATEGY of IPL which has made it more popular than itrsquos Competitors

IPL had great marketing team ICL better cricket matches

Bangalore August 5 Indian Cricket League Chairman Kapil Dev admitted on Saturday that rival Indian Premier League has overshadowed ICL in market blitz but ruled out joining forces with the IPL

34

But he insisted that ICL churned out fantastic unbelievable matches and was ahead of IPL in on field action Asked by reporters in Bangalore if ICL has been overshadowed by IPL the skipper of Indias 1983 World Cup campaign said In marketing yes in cricket no

I must say and congratulate IPL for such a great marketing team they have and lets give credit to ICLwhat a great cricketing (ICL) matches we had One should learn something from their (IPLs) marketing thing he said

He underscored that ICL has nothing against IPL nor is ICL fighting against IPL ICLs objective is to promote the game give opportunities to cricketers and to create jobs Nobody said to me what wrong we are doing Nobody is giving me an answer Kapil Dev said

He strongly felt that that a deserving player even though he is playing in ICL should be given a place in team India If (Mahendra Singh) Dhoni comes and plays ICL will he play for India or not If tomorrow Sachin (Tendulkar) plays in ICL will he play for the country or not Will he deserve to play for the country or not he asked

Asked if ICL is open to the idea of joining forces with IPL he said (We are) open to idea of their (IPL) joining us On the morale of ICL team members post-IPL season he said (It is) much more charged

Why IPL is far ahed than itrsquos Competitors

We have made a survey to find out why and how IPL is far more popular than ICL and other Sports Leagues and also how we cane make IPL more popularWe have found very interesting outcome

SURVEY

Q1) Which one do you prefer-a)ICL b)IPL c) Any other leagueAns - a)IPL-95 b)ICL -5Q2)Basic difference between ICL amp IPLa)PromotionPresentation- yes- 95 No -5b)Persons amp players involved- yes- 98 No -2c)Degree of entertainment ndash yes - 99 No ndash 1d)Authorization ndash yes -100e) Venues- yes -100Q3) Will you pay more for a product branded by any of ICL or IPL logo Ans- yes- 80 No- 20Q4) Will you go for an ICLIPL match or watch a movieAns- ICLIPL -90 No- 10Q5) Why clarifyAns) As matches are played only once but films can be seen later matches also provide a lot of learning to youngstersQ6) Will u watch ICLIPL match without cheerleaders or live discAns- yes -90 No -10Q7) Do you invest in the shares of any teams Ans- No-100Q8) Do you think that the players are overpaid Ans- yes -98 No- 2

35

Q9) Should there be more foreign players in IPL teamsAns- No ndash 100Q10) Do you think IPL should stage international teams as ICL doAns- No ndash 100Q11) Will you take out time to watch IPLICL Ans- yes -80 No- 20Q12) Do you think that more people have started to watch cricket due to ICLIPL Ans- yes ndash 100Q13) Do you think there is any chance of match fixing in ICLIPL Ans- Yes -90 No-10Q14)Do you think that the IPL tickets are very costlyAns- Yes-20 No-80

So we can now understand how and why IPL is more popular than any other Sports League Not only for the Quality Cricket but also the MARKETING AND PROMOTIONAL STRATEGY of IPL But as people have told that it will be more attractive if more foreign players and more famous names can be involved in IPL

36

Chapter 5

37

SWOT analysis of IPL and Conclusion

SWOT Analysis Indian Premier League (IPL)Where will you find the Mumbai Indians the Royal Challengers the Deccan Chargers the Channai Super Kings the Delhi Daredevils the Kings XI Punjab the Kolkata Knight Riders and the Rajesthan Royals In the Indian Premier League (IPL) - the most exciting sports franchise that the World has seen in recent years with seemingly endless marketing opportunities (and strengths weaknesses and threats of course)StrengthsThe Indian Premier League (IPL) is based upon the Twenty20 cricket game which should be completed in 2 frac12 hours That means that is fast-paced and exciting and moreover it can be played on a weekday evening or weekend afternoon That makes it very appealing as a mass sport just like American Football Basketball and Soccer It is appealing as a spectator sport as well to TV audiences The IPL has employed economists to structure its lead so that revenue is maximized The more unified the sport the more successful it is WeaknessesTwenty20 has been so popular that it could replace other forms of cricket ie damage the game that generated it Some fans will also have to pay for travel to the ground There may be large queues for the most popular games There may be some distance between where the fan lives and the cricket ground Stakes are very high Some teams may not weather short-term failures and may be too quick to get rid of key managers and players if things dont go well quickly Famously Royal Challengers Bangalore (RCB) sacked their CEO Charu Sharma for watching his team lose 6 from their first 8 games Some teams have overpriced their advertisingsponsorship in order to gain some short-term returns (eg Royal Challengers) and some sponsors and are moving their investment the more reasonably priced teams OpportunitiesSince it has a large potential mass audience IPL is very attractive as a marketing communications opportunity especially for advertisers and sponsors The league functions under a number of franchises Each franchisee is responsible for marketing its team to gain as large a fan-base as possible The long-term success of all of the franchises lies in the generation of a solid fan-base The fan-base will generate large TV revenues

38

Different fans will pay different amounts to watch their sport There will be corporate hospitality season tickets away tickets TV pay-per-view and other ways to segment the market for the IPL There is a huge opportunity for merchandising eg sales of shirts credit cards and other fan memorabilia Grounds can also sell refreshments and other services during the games Marketers believe that the teenage segments need to be targeted so that they become the long-term fan-base Their parents and older cricket fans may prefer the longer more traditional game The youth market may also impress on their parents that they want them to buy their clubs merchandise on their behalf - as a differentiator or status symbol Franchise fees will remain fixed for the up until 2017-18 which means that the investment is safe against inflation which is traditionally relatively high in India ThreatsThe level of competition that the Board of Control for Cricket in India (BCCI) can generate determines long-term viability of the league If the level of competition drops then revenue will fall For example if the top names in cricket cannot be attracted to India the appeal of the game will fall Often getting hold of the big names is a problem - Australian domestic cricket runs concurrent with the IPL and if players move form Australia to India to follow the money then their domestic game will be hit This is known as Free Agency If the franchisees fan-base does not generate income then they may not have the cash to pay the salaries of the best players However if you invest in the best players and they do not win the trophies then you may not see a return on your investment It wont be a quick return on investment - so owners need to be in it for the long-term Franchises are very expensive The most expensive franchise - Mumbai Indians - was bought by Mukesh Ambani for $1119 million whereas the lowest priced franchise - Rajasthan Royals was picked up by Manoj Badale for a mere $67 million The most highly priced teams may not be those that have the early success Revenues will come from the most highly supported teams The Indian Premier League (also known as the DLF Indian Premier League for sponsorship reasons often abbreviated as IPL) is a Twenty20 cricket competition created by the Board of Control for Cricket in India

Recession Vs IPL ndash In the present scenario of recession every industry and every sector is going through a lean phase and so IPL is no exception Just before the leaguersquos second season franchises are scrambling to sign up sponsors and question marks have been raised within the industry about some of the leaguersquos long-term sponsorship deals Example can be of the defending champions Rajasthan Royals whose deal with the insurance firm Bajaj Alliance broke down and they are finding it difficult to finalize a team sponsor Moreover according to an official from a leading franchise a basic cost and expenses sheet for the last IPL season by an independent industry analyst estimated that most franchises were hit by a shortfall of around Rs20 crore Some of the other buzz around the market are -1048599 BIG TV a DTH provider has pulled the plug on a sponsorship deal worth $ 311 million 1048599 A deal with Pepsi originally the leagues pouring partner worth around $25 million annually has been decentralized leaving Pepsi free to tie up with individual teams Pepsi bought the on-ground rights to the IPL after which Coca-Cola its traditional rival signed an on-air deal directly with Sony that gave them exclusive visibility on TV

1048599 Apparently Sony itself is struggling with sponsors - Kunal Dasgupta its former chief executive is on record as saying not too many are coming forward for the IPL We have tapped many but they are just not interested since they do not have the monies Dasgupta said this week on the sidelines of a business conference days later he quit the job citing personal reasons Sony is reportedly charging Rs 35-4 lakh ($7-8000) for a 10-second ad spot - a 100 premium on last years rate - but is still caught in a no-win situation The rates are

39

believed to be too high in the current scenario and even if they are met it may not be sufficient to cover all expenses

1048599 Reports also suggest the IPLs five-year Rs 200 crore ($40 million) title deal with DLF Indias leading real estate major has been restructured and diluted

Though most of the parties involved in the above news are denying them but still one can clearly see that IPL is being effected at least to certain extent by the recession

However the picture is not that gloomy as it seems Even though some of the sponsors have backed out of the event some other big names have attracted to sponsor and associate itself with IPL Example can be given of Yankees the American basketball franchisee who have invested in IPL in this season Even some of the celebrities have invested in huge amount on some of the franchises The involvent of bollywood stars and famous industrialist have given the event a big boost in this recession time Huge amount of money aggressive marketing and their brand name have helped IPL overcome the difficulties of the recession period The auction of IPL in Goa this year where crores and crores were spent by the franchises on buying players for their team proves it Moreover though there is a general feeling that in such a hard time it is not advisable to spent so huge amount in a cricketing event this event may also help the economy to come out of this recession in the following way -

1) IPL have attracted a lot of investors both within and outside the country who by investing in IPL would indirectly invest in the Indian economy

2) The sponsors can earn a lot of revenue out of this event as it is hugely successful and if the major players in the market earn huge revenue the economy will certainly receive a boost

3) IPL has become a brand name in the economy and it has increased the demand of the Indian market

4) The various franchises of IPL have listed their shares in BSE and NSE and they are high in demand This will help in improving the position of the sensex

5) IPL has shown the other organization that how through aggressive marketing we can tackle such a hard time in the economy which if they can follow can help them to come out of this financial crisis

Conclusion So we say that IPL is the newest hit product in the market and the brains behind this are showing us How to sell the product The product (Cricket) was already existing in the market it was popular but IPL has increased the sell also added some value and helping in quality development of the product It is basically nothing but selling old product in new packets with some modifications

40

Bibliography

1 Times Of India2 Telegraph3 Economic Times4 Alchemy Onlinecom5 wwwIPLT20com6 The Hindustan times7 BCCIrsquos official website8 Wikipedia

9 wwwindiancricketleaguein

10 Indian Premier League wwwindianpremierleaguecom

11 Bangalore Royal Challengers wwwroyalchallengerscom12 Chennai Super Kings wwwchennaisuperkingscom13 Delhi Dare Devils wwwdelhidaredevilscom14 Hyderabad Deccan Chargers wwwdeccanchargerscom15 Jaipur Rajasthan Royals wwwrajasthanroyalscom16 Kolkata Knight Riders wwwkolkataknightriderscom17 Mohali Kings XI Punjab wwwkingsxipunjabcom18 Mumbai Indians wwwthemumbaiindianscom

41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

2

KAIZER Team Members

NAME ROLL NO

1 Abhijit Sarkar 1





6 Diganto Deori 31




3





4

Contents



5

Chapter 1

Introduction

6







Fact Files of IPL







7

SPONSORERS







8




Global Rights India













TERMS NOT RELEASED




9

Chapter 2

10

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

KAIZER Team Members

NAME ROLL NO

1 Abhijit Sarkar 1





6 Diganto Deori 31




3





4

Contents



5

Chapter 1

Introduction

6







Fact Files of IPL







7

SPONSORERS







8




Global Rights India













TERMS NOT RELEASED




9

Chapter 2

10

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17








Is The Way To Be In a country obsessed with Bollywood amp cricket IPL has just the right mix The star quotient in sports has never been so high Our Bollywood team owners along with their glitterati friends have widened IPL from sports page to Page 3 There is something in it from everyone mdash from the crazy cricket

18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy





4

Contents



5

Chapter 1

Introduction

6







Fact Files of IPL







7

SPONSORERS







8




Global Rights India













TERMS NOT RELEASED




9

Chapter 2

10

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

Contents



5

Chapter 1

Introduction

6







Fact Files of IPL







7

SPONSORERS







8




Global Rights India













TERMS NOT RELEASED




9

Chapter 2

10

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

Chapter 1

Introduction

6







Fact Files of IPL







7

SPONSORERS







8




Global Rights India













TERMS NOT RELEASED




9

Chapter 2

10

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy







Fact Files of IPL







7

SPONSORERS







8




Global Rights India













TERMS NOT RELEASED




9

Chapter 2

10

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

SPONSORERS







8




Global Rights India













TERMS NOT RELEASED




9

Chapter 2

10

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy




Global Rights India













TERMS NOT RELEASED




9

Chapter 2

10

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

Chapter 2

10

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

IPL as a Product

IPL as a product



11

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

12

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

Chapter 3


Of IPL

13







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy







Advertisement


14









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy









Merchandise



15


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy


Fan Clubs




17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy


17









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy









18





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy





Cheer Leaders






19














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy














20





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy





Television Rights










21














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy














Chennai Super Kings




$76 million

22



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy



$7509 million


$67 milliSon

Franchise Earnings


(Rupees Crores)







Net Loss ndash 43




Net Loss ndash 18

Chennai Super Kings







23



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy



season 2)







Net Profit ndash 13



Net Profit ndash 6



Sponsorship rights





Team Wise Strategy


24





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy





25

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

Chapter 4


Leagues

26

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

What is ICL



World









27





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy





28










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy










29









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy









Stanford 2020








30













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy













31











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy











32













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy













33













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy













34








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy








SURVEY


35



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy



36

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

Chapter 5

37



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy



38




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy




39











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy











40

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

Bibliography





41








SPONSORERS

TV RIGHTS

Chapter 2

IPL as a Product

IPL as a product


Advertisement

Merchandise

Fan Clubs

Cheer Leaders

Television Rights


Franchise Earnings


Sponsorship rights

Team Wise Strategy

IPL Marketing and Promotional Strategy

Documents

Transcript of IPL Marketing and Promotional Strategy