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Submitted By-Manik Singh 13MG4565Amanpreet Singh 13MG4504Aniruddh Singh 13MG4508Akash Porwal 13MG4503

We are surrounded by brands throughout the day. Right from getting up in the morning and using our first thing toothpaste, to dressing up for the day, to driving a car, and so on. In such a scenario an event like IPL which wins the hearts of so many people and is viewed by all age groups is mouth-watering for brands to catch attention of perspective customers.

Perhaps the prime example of the emergence and sophistication of these new marketing opportunities in India is the recently established Indian Premier League by the BCCI. IPL ushers in to a new marketing era of sports in India.

The Indian Premier League (IPL) is a professional league for Twenty20 cricket championship in India. It was initiated by the Board of Control for Cricket in India (BCCI). It is currently contested by eight teams, consisting of players from around the world. IPL is the most-watched Twenty20 cricket league in the world and also known for its commercial success. During the sixth IPL season (2013) its brand value was estimated to be around US$3.03 billion.Live rights to the event are syndicated around the globe, and in 2010, the IPL became the first sporting event to be broadcast live on YouTube. In 2012 the naming rights for the series was awarded to Pepsi.

Players of many various countries come and play together as one team under one particular franchise. It’s a punch of different cultures and values. It’s definitely globalization of mixed culture which helps to value one another’s country and their culture.

Indian Premier League was conceived on the lines of English Premier League, where local football teams with a defined fan base (supporters) play against each other.

Mostly Indian players represent different teams other than their native team and they remain dedicated and loyal to their team as well as franchise. The best part is the cricketers of India are also getting well connected to the other parts of the country. It’s a bond developing within the country and knowing about it well.

IPL is a place where many cricketers have got the opportunity to remain in touch with their passion. Many are retired or those who are not retired but are no more getting selected in the national or domestic team has rose to the occasion and performed very well. Thus, IPL has given extra pleasure and fun to the dejected cricketers.

IPL has used some new marketing concepts that proved to be very effective and gave a new perspective of sports in developing countries. Its marketing strategy can be viewed from four aspects: the Broadcasting aspect, the Financing aspect, the Franchising aspect and the Customer aspect.

A consortium consisting of India's Sony Entertainment Television(Set Max) network and Singapore-based World Sport Group secured the global broadcasting rights of the Indian Premier League for $1.02 billion.

US$ 316m

n

US$ 608mn

US$ 918mn ( T.V. Rights)

US$ 1.02bn

108mn (Promotion Expenses)

UFO Movies have Theatre rights. YouTube will show Live telecast with 5mins delay. YouTube sponsored for 1.5

& 4Cr. The general entertainment channel of Viacom18 group (MTV,IBN7,CNBC)

colors will air a show “IPL ROCKSTAR”. A deal of about $130 Million (600 cr).

Effects on other daily soaps. Impact on Revenues of other Entertainment Channels. IPL popularity Gathering in public places like sports bar, restaurants etc. shoots

by 70-80%.

Auction of broadcasting rights. Title sponsorship and corporate sponsorship. Sale of tickets (20% of tickets allocated to

IPL). Auction of franchisees rights. Official Umpire’s sponsorships.

Share in revenue from broadcast rights (equal share for all franchisee after IPL’s share).

Share in sponsorship money (60% of the amount distributed equally).

Share in revenue from sale of tickets. Revenue from in stadium advertising. Sale of players to other franchisees. Revenue from own sponsorship and corporate

sponsorship.

Share of broadcasting money with franchisees. Share of sponsorship money with franchisees. Share of ticket money with franchisees. Inauguration expenses. Prize money: $5 million ($3 million for winner; $2

million divided among others).

• A total of eight teams were franchised through auction by investors with varied backgrounds. The bidders included business tycoon Mukesh Ambani's reliance, Bollywood superstar Shahrukh Khan and actress Preity Zinta, Kingfisher Chairman Vijay Mallya, the Deccan chronicle ,Indian cement , emerging media and the GMR group. The price of eight teams ranged between $67 million and $111.9 million. The franchises have to pay 10 percent of the purchase price of the teams to IPL every year. Since the franchises have to buy players of their own choice by bidding, each franchises has to spend $4 million to $6 million every year for contracting 22players ,a coach and manager for a minimum contact of 3 years.

•Media Rights- To be shared equally amongst franchisees after removing IPL’s share.•Sponsorship rights (IPL Sponsors)- 60% of the amount collected to be distributed equally amongst the franchisees.•Local Sponsorships- Team sponsorship revenues•Gate Receipts- Are anticipated to be a major source of revenues. 20% of tickets are to be allocated to IPL .

•ONLINE TRAFFIC

•HIRING CHEERLEADERS

•ORGANISING TALENT HUNT

•MERCHANDISE

• Cricket has something approaching religious status in India and is easily the nation’s most popular sport. Te recent creation of the Indian Premier League could open doors for brand owners looking to enter the booming consumer market.

• The Indian market has grown rapidly in the past few years thanks to the increasing spending power of consumers and government policies favouring foreign investment. As part of its new strategy, the government removed restrictions on use of foreign brands in India and now allow trademark royalties to be paid to foreign brand owners. The relaxed regulatory regime has made the Indian market a far more attractive proposition for foreign brand owners, leading to increased competition in the marketplace.

• To keep one step ahead, brand owners (both local and foreign) have started to explore new avenues in marketing and advertising. Many have picked up on the cult status that cricket players and bollywood film stars have in India, and have been quick to enlist them for their campaigns. Separately, these two groups of celebrities have significant marketing potential and when put together this power is magnified.

• From the customers (or viewers) aspect, IPL was something people had never experienced before. The format of twenty-20 cricket provided the viewers just they wanted. Households considers IPL as a three-four hour mini picnic for them where they could see their favorite Bollywood stars, who are the brand ambassadors for IPL teams. IPL has taken the amalgamation of cricket and entertainment to the new heights altogether. It brought together all possible aspects of entertainment on one common platform and turned cricket into a four hours of adrenal rush and melodrama.

• To enhance its relationship with its customers, IPL has made the sport a wholesome family affair. The main driver of revenues for sports these days is television and IPL is no exception. The media has played a role in highlighting very large broadcast deals for sports like football and cricket. The IPL has followed an array of marketing and branding strategies in order to popularize the franchise. Most of which have been enormously successful.

In a country where every citizen was thought to be a cricket fan, the IPL has unearthed even more fans. But the commercial success of the tournament should not be measured by how many are watching in the stands. It will finally come down to how many are watching on television. As compared to the fifth season, the 6th season has a 3.8 TRP, point one lesser than IPL 5. However, compared to the 79 million-strong viewership during IPL 5 (after being broadcast on a single channel), the numbers for this season have surged to a sharp 100 million, riding on the facts that it was broadcast on two channels - Max and Six - and for the first time, included Hindi commentary.

TELEVISION Viewer RATING

(TVR)