IS CHANGE THREAT OR AN

OPPORTUNITY ?????
 AGENDA
 Entrepreneurship.
 IPL a game or business.
 Charm of IPL.
 World level leagues.
 IPL Season.
 Extraaaaa ininnnnngs in season 4.
 Franchise.
 Cost of teams.
 Contd…..

Valuation
Team composition
Sponsorship
Centre Revenue Pool
Local Revenue Pool
Market Strategy
Travel & Tourism
Opportunities through IPL
IPL A GAME OR BUSINESS???

TV, Internet, Newspapers… Every

medium is flooding with DLF IPL, a
private event; that above all, explains the
success of Indian Premier League. For a
private event, entire media is fighting to
give free of cost coverage! Strange, but
Interesting! So what marketing and
branding strategy has worked in favour of
IPL?
Charm Of IPL:
 Mega Event
 To keep it focused in 20 overs
 It structured teams around states
 By following a well tried international
model of clubs and player auctions
 Media hype
 Board of Cricket Control in India
 Shah Rukh Khan, Preity Zinta and
Shilpa Shetty
Some World Level Leagues:
Manchester united - English premier
league,
Dallas cowboys- National football league
Washington redskin- NFL
NewYork yankeens- Major league baseball
NewEngland patriots- NFL
Real Madrid – la liga
Arsenal – English premier league
NewYork giants- NFL
NewYork jets – NFL
Houseton Texans- NFL
Season Year Winners Matches Days

Inagural 2008 Rajasthan 59 46

Season Royals

Second 2009 Deccan 59 37

Season Chargers

Third 2010 Chennai 54 45

Season Superkings
Fourth 2011 - 60-94 54
Season
Franchises:

The winning bidder for the eight

franchises were announced on 24 January
2008…
Two more are added in year 2011 namely
Kochi and Pune.
Cost of teams:

1. Rajasthan Royal $67mn

2. Kolkata Knight Riders $75.09mn

3. Delhi Daredevils $84mn
4. Kings XI Punjab $76mn
5. Royals Challengers Bangalore $111.6mn
6. Hyderabad Deccan Charges $107
7. Chennai Superkings $91mn
8. Mumbai Indians $111.9mn
9. Sahara Pune Warriors $370mn
10. Kochi $333.33mn
 Valuation
1. Rajasthan Royal $45.2mn

2. Kolkata Knight Riders $46mn

3. Delhi Daredevils $40.5mn
4. Kings XI Punjab $36.1mn
5. Royals Challengers Bangalore $41.9mn
6. Hyderabad Deccan Charges $34.4
7. Chennai Super kings $48.8mn
8. Mumbai Indians $40.8mn
Team composition rules are:

Minimum squad strength of 16 players plus

one physio and a coach.
No more than 8 foreign players in the squad
and at most 4 in the playing XI. For the 2009
edition franchises are allowed 10 foreign
players in the squad. The number allowed in
the playing XI remains unchanged at 4.
A minimum of 8 local players must be
included in each squad.
A minimum of 2 players from the BCCI
under-22 pool in each squad.
Sponsorship:
India's biggest property developer
DLF Group paid US$50 million to be the
title sponsor of the tournament for 5 years
from 2008 to 2013.
Other five-year sponsorship agreements
include a deal with motorcycle maker
Hero Honda worth $22.5-million,
One with PepsiCo worth $12.5-million,
 A deal with beer and airline
conglomerate Kingfisher at $26.5-million
Sponsors
 So where is the money coming
from…….
Media Right Central revenue Money raised by Franchise Bid
franchise Money

•$1billion for •Titlesponsorship •Selling •Cost of teams

10yrs of event advertisement for
stadia
•Licensed
•Sony merchandise •Licensing
products

•Merchandise sale

•Advertising on
ticket

•Gate money
 And where is it going
Money Sources BCCI Franchise Players

Media Right 20% 72% 8%

Central Revenue 40% 54% 6%

Money Raised By 20% 80% 0%

Franchise

Franchise Bid Some hefty

Money amount in the first
year
The Centre Revenue Pool:

THEATRICAL RIGHTS -Rs 330cr

INTERNET RIGHTS -$7million
IPL NIGHTS – Rs- 12cr
COLORS CONTENT DEAL – Rs. 100cr
SPONSORSHIP OF THE BLIMP – Rs. 15cr
SPONSORSHIPS – Rs.90lacs/match
MOBILE RIGHTS -
ADVERTISEMENTS BETWEEN OVERS
ON STADIUM SCREEN Rs. 54cr
The Local Revenue :

 INDIVIDUAL TEAM SPONSORS

 GATE RECEIPTS
 IN-STADIA ADVERTISING:
 LICENSING & MERCHANDISING
ADS
Market Strategy:

IPL is a Blue Ocean Strategy

• It means there is no other competitor.
• It is based on segmented target group &
the product development & marketing.
• Live cricket in theatres.
Travel & Tourism:
Online Ticket Booking.
 Currency Conversion.
 Online Payments.
 Credit Card Processing.
 Fraud & Risk Management.
 E-Commerce.
IPL ready for a 160 crore Marketing
Blitz:

Advertisements.
 Merchandise.
 Fan clubs.
 Youngistan.
 Cheer leaders.
IPL Merchandise:
Conclusion:
 Recession V/S IPL.
 Increasing revenue generation capacity
of BCCI.
 Attracting Investors.
 New talent for Indian Cricket.
 Aggressive Marketing can tackle
Recession.
Submitted By :

Archana Mishra.
Medinee Alekar.