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Therefore Consultancy and Services Pvt. Ltd.

IPL7 Report
Brand Communicates….
Media Broadcast…
People Perceive…
About Therefore Solutions
Therefore Consulting and Solutions Pvt. Ltd. (TC&S) is a technology
enabled marketing research and analytics solution provider
Our pioneering research and analytical methods help business
measure equity, perception and position a Brand appropriately
amongst its target audience
Our analytics are designed to help a business understand the
efficiency of the marketing and communication plan

In a nutshell, we provide an integrated platform in order to arrive at an
informed decision
Brand IPL
Indian Premier League (IPL) is one of the most awaited and talked
about sports event of its kind
It has made its global presence felt, by making it the most followed
league after the English Premier League, in just six years
IPL is the most watched cricket league in the world
The cumulative reach of IPL has grown steadily from 101 mn in 2008 to 189
mn in 2014
IPL is where Talent Meets Opportunity
It is a tournament where renowned international cricketers come together on
one stage & budding Indian players are groomed under their guidance.
Brand Performance League
The 1
st
season of IPL saw over 100 advertisers with over 150 Brands
on air with the tournament on TV
The number of advertisers has kept increasing ever since, including the various
endorsements to the on ground advertising
Advertisers look at IPL as a Strategic Marketing Initiative
More and more Brands are willing to be associated with the league for various
marketing initiatives like: impact, continuity, reach or frequency
Every visible part of the IPL player’s attire is taken up by a Brand
From being a principle team sponsor to some other associations, Brands are
only adding to the cluttered competition.
This association should be evaluated beyond the exposure it gets on
ground

Brand Performance League
Along with the cricketing league, a parallel league of Brands is
competing for their presence felt. There is a need felt to study the
performance of ones Brand in this league
Thus the Branding exercise, involving huge budgets and heavy
advertising, can be evaluated in terms of:
Sponsorships and Investments
Brand Exposure during IPL
Brand Engagement with the TGs during IPL
Brand ‘X’ and its competitors in the same event
Association with the celebrities in IPL and its impact on the Brand
IPL
A Game Or A Sport..!!
1
st
ever Indian sports league
Has undergone many marketing and Brand building exercises
Along with its 8 participating teams, IPL event on the whole has
built its own Brand
New Brands in the form of the teams have become household names. They
were non-existent before. This has given birth to a business opportunity that
all possible sectors are cashing in on
From its unique IPL tune to various advertising campaigns every
season, IPL has made its separate positioning in the minds of its
Prosumers
Its audience is spread all around the globe

IPL the Brand Game
What's Installed!!
Brand Valuation
Across Seasons
Event Tidbits
Franchise
Brands Study
Media Presence
IPL SEASON 7 SAGA
IPL: The Event Overview
The 7
th
season of IPL has 8
teams participating in the
game and around 175 players
from national and
international teams playing
for their respective teams
(franchise)

The 1
st
half of the 60 matches
is to be played in UAE, while
the 2
nd
half including the
finals will played in India
7th
• Season
8
• Participating Franchise
175
• National and
International players
60
• Matches to be played
Brand IPL
Current
Brand
valuation
Event’s
prize
money
Total
revenue
Teams
generate
revenue per
IPL match
$3.2
bn
$4.2
mn
$140
mn
$16-
49 lac
Surrounded by many controversies
and initial criticism, IPL still
manages to retain its Brand
valuation to $ 3.2 bn
IPL has highest prize money
amount in comparison to other
Indian leagues
The celebrity studded game has
lucrative prize money of $ 4.2 mn
Teams generate a revenue of $1.6
to 4.9 mn in one match whereas
the event as a whole has a revenue
generation of $ 140 mn
The revenue of IPL is lower when
compared to other international
leagues
Current
Brand
Valuation
Event’s
Prize
Money
Total
Revenue
Revenue
Generated
Per IPL
Match
$3.2
bn
$4.2
mn
$140
mn
$1.6-
4.9 mn
Brand Value Across Seasons
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
2009 2010 2011 2012 2013
V
a
l
u
e

(
$

b
n
)

Year
Value ($ bn)
2
nd
Season of IPL saw its
Brand Value reach to its
peak at $4.3bn
Prize Money IPL V/S Other Indian Leagues
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
I-LEAGUE
GOLF PREMIER LEAGUE
HOCKEY INDIA LEAGUE
INDIAN BADMINTON LEAGUE
WORLD SERIES HOCKEY
IPL
PRIZE MONEY ($mn)
IPL’s 4.2mn prize money is
followed by its distant
second with a difference of
almost $3mn
Yuvraj sold
for
Rs 14cr
to RCB
Gavaskar
replaced
Srinivasan
as BCCI
President
Supreme
court
proposed to
ban RR &
CSK
Sachin
announced
as
MI Icon
IPL 1
st

half to be
played in
UAE
IPL ticket
sales cross
100,000
mark
IPL’s
campaign
“Come on
Bulava
aaya hai”
IPL
Auctions
create a
BUZZ
News Timeline
Series of events that kept IPL in news
Social Following
Followers
1,241,912
966k
people
have IPL in
their circle
Total Likes
4,463,188
Subscribes
137,897
IPL creating a BUZZ with its
ever increasing PROSUMERS
from every ANGLE of social
networking
Facebook has over 4.4 mn fan page likes
Closely followed by twitter with 1.2 mn
followers
IPL has noticeable Google circle following
Its You Tube following also is remarkable
with 137897 subscribers on its official
account
IPL BrandWagon
The total value
of franchise
brands
$400 mn
Franchise
Count
8
Merchandise
Market
$40 mn
110
Sponsors for
all Franchise
300+
Advertisers
7
th
power packed season
along with 175 Indian &
overseas players

More than 300 advertisers

Total value of franchise
brands worth $400 mn

Merchandise market worth
$40 mn

8 franchises along with 110
sponsors



Sunrisers Hyderabad
The Total Value
of Franchise is
$25 mn
Sponsors
14
Amount
Invested
in Auction
$9.7mn
Total
Players
24
Best
4
th
of 10
Out of total 24 players 2
were retained for season
7

Total amount invested is
$9.7mn

The total value of
franchise is $25 mn

Teams best performance
is 4
th
rank out of 10

Total 14 sponsors for SRH



Mumbai Indians
The Total Value
of Franchise is
$72 mn
Sponsors
21
Amount Invested
in Auction
$9.92mn
Total
Players
21
Best
Champions

Team has retained total 5
players for 7
th
season

Total amount invested is
$9.92mn

The total value of franchise
is $72 mn, highest amount
for any franchise list along
with CSK

The team has won the IPL
trophy in 6
th
season
( 2013)

Total 21 sponsors for MI
Kolkatta Knight Riders
The Total Value
of Franchise is
$69 mn
Sponsors
5
Amount Invested
in Auction
$9.91mn
Total
Players
21
Best
Champions
Season5

Total no of players are
21,team has retained only 2
players for season 7

Total amount invested is
$9.91mn

The total value of Franchise is
$69 mn, 2
nd
highest amount
in franchise list

The team has won the IPL
trophy in 5
th
Season
( 2012)

Total 5 sponsors for KKR
Kings XI Punjab
The Total Value
of Franchise is
$32 mn
Sponsors
22
Amount Invested
in Auction
$9.25mn
Total
Players
23
Best
Semi
Finals
Total no of players are
23,Team has retained only
2 players for season 7

Total amount invested is
$9.25mn

The total value of
franchise is $32 mn,

The team has qualified
for semi finals once.

Total 22 sponsors for KXIP
Rajasthan Royals
The Total Value
of Franchise is
$45 mn
Sponsors
7
Amount Invested
in Auction
$9.23mn
Total
Players
23
Best
Champions
Season 1
Total no of players are
23,Team has retained 5
players for season 7

Total amount invested is
$9.23mn

The total value of
franchise is $45 mn,

The team has won the
IPL trophy in 1
st
season.

Total 7 sponsors for RR
Delhi Daredevils
The Total Value
of Franchise is
$40 mn
Sponsors
14
Amount Invested
in Auction
$9.93mn
Total
Players
23
Best
Semi
Finals
Total no of players are
23,all new players in the
team

Total amount invested is
$9.93mn

The total value of
franchise is $40 mn,

The team has qualified
for the semi finals once.

Total 14 sponsors for
DDR
Chennai Super Kings
The Total Value
of Franchise is
$72 mn
Sponsors
20
Amount Invested
in Auction
$9.90mn
Total
Players
21
Best
Champions
2 Times
Total no of players are
21,team retained 3
players for season 7

Total amount invested is
$9.90mn

The total value of
franchise is $72 mn,

CSK is the only team who
has won the IPL trophy 2
times.

Total 20 sponsors for CSK
Royal Challengers Bangalore
The Total Value
of Franchise is
$51 mn
Sponsors
18
Amount Invested
in Auction
$9.93mn
Total
Players
21
Best
Runners-up
(2 times)
Total no of players are
21,team retained 3
players for season 7

Total amount invested is
$9.93mn

The total value of
franchise is $51 mn
2 Times runner up team.

Total 18 sponsors for
RCB
Performance Rank To Brand Rank
Score Card
MI
DD
CSK
KKR
RR
RCB
SRH
KXI
Brand Rank
Performance Rank
CSK ranks best among
the franchises in terms
of both Brand and
performance ranking
Performance of the franchise in 2013
Brand Value of the franchise in 2013
Brand Value 2010 V/S 2014
0
10
20
30
40
50
60
70
80
CSK KKR RR RCB MI DD KXI SRH
V
a
l
u
e

(
$
m
n
)

Franchise
Brand Value'10
Brand Value'14
Majority of the franchises
seem have an increased
Brand Value from 3
rd

season to current season
IPL Power Packed Entertainment!!
486
Matches
7
Seasons
117570
Total Runs
Scored
4676
Wickets
Taken
Lowest
totals
58/10
Most
Runs
Scored
SK
Raina
2802
Most
Wickets
Taken
SL
Malinga
103
Highest
totals
263/5
Best
Bowling
Figures In
An Innings
Largest
Victory
by Runs
KKR
140
Runs
Largest
Victory by
Wickets
Deccan
Chargers
10
Wickets
Most Catches
taken
SK Raina-52
Highest
Match
Aggregates

CSK v/s RR
469 Runs
Lowest
Match
Aggregates
MI v/s KKR
135Runs

High Scorer
CH Gayle
175*
Sohail
Tanvir
6 / 14
High Strike
Rates
V Sehwag
160.32

Best
Economic
Rates:

SP Narine
5.47
IPL Power Packed Entertainment!!
Auction Overview
MI
DD
CSK
KKR
RR
RCB
SRH
8
7
8
8
8
7
7
KXI
13
16
12
13
17
14
17
16
21
23
20
21
25
21
24
23
Overseas
Players
Indian Players Total Players
7
Franchise
Top Buys
Yuvraj Singh
Royal Challengers
$2.32
mn
Dinesh Karthik
Delhi Daredevils
$2.07
mn
Kevin Pietersen
Delhi Daredevils
$1.49
mn
Mitchell Johnson
Kings XI Punjab
$1.08
mn
Besides these top 4 players,
KXIP has purchased Glenn
Maxwell worth $0.99mn

KKR bagged Jacques Kallis
for $0.97mn

Overall 158 players sold in
IPL7 auction

Out of 158 players 104 are
Indian players auctioned

Highest players buy by Delhi
Daredevils with total 23
players




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or terms which are not easily understood. Having said that, brands are built or (sometimes)
destroyed overnight as opinions or experiences are floating freely for anyone who is willing to
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In order words the digital world is a necessary evil and listening, tracking and most importantly
measuring the impact on the brand has become very crucial and complex at the same time.
Making sense out of the data on a common platform is also a huge challenge.

BuzzAngles focuses on measuring what is relevant along with detailed analytics on the brand. It
keeps you informed about the dynamics of the digital medium, by Monitoring, Capturing and
Analyzing the information. It delivers knowledge that can be visualized and represented via web
application and mobile app keeping your focus only on decision making.
BuzzAngles
 BuzzAngles intends to come out with periodic reports focusing how
the Brands sponsoring IPL are mentioned in the Digital Space
 The Digital PR
 Blogs
 Social Media
 The report will focus only on the Brands visibility, the way it is
perceived in this Digital Space
 To know about BuzzAngle Platform Click Here

Get more updates
Get to know more about IPL and other Brands in IPL
+91-804538-20-20

www.thereforeindia.com

info@thereforeindia.com

Dr. Anar Rupji Chief Information Officer /Co-Founder
Entrepreneur by Choice and with 16+ years of experience in versatile domains. Holds Ph.D. in
Plasma Physics and another Media Research
His professional journey started with University of Mumbai where he was credited with quite
a few achievements. Notable amongst them being, the conceptualization and managing
diploma course in IT (PGDIT), which went on to become a money spinner for the University of
Mumbai. He also created an e-learning platform which enhanced the distance learning
program for the Institute of Distance Education (IDE), which became popular overseas as well.
During the same period he built a strong network with many people in the IT Industry.
Leveraged on the same he served as an active member with the renounced bodies like CSI and
NASSCOM on honorary bases. This also included incorporation and support to the Cyber
Security Cell Mumbai Police.
This was followed up with tenure with TAM Media Research. Here he leveraged his IT skills
along with in-depth knowledge of analytics to develop a path breaking PR (Public Relation)
measurement tool.
Currently with his start up "Therefore Consultancy and Services Pvt. Ltd." that focuses on
Perception mapping solutions and driving consultancy for optimizing media spends.
Email:
anar@thereforeindia.com
Dayanidhi M. VP Operations /Co-Founder
An entrepreneur and thought-leader, Dayanidhi comes with a combination of wide-ranging of
technology and business experience. He has a track record to solve complex business
challenges with a visionary that pushes technology to the limit and helps organizations
realize true value and business benefits from the right technology.
Prior to the incorporation of Therefore as a Co-Founder, Daya was involved with multiple
startups within as well as outside the country, travelling and done business in countries like
Malaysia, Dubai, Sri Lanka, and exploring business opportunities in South Asian Countries.
Graduated with a Degree in Computer Science and with 9 years of experience, he started his
career as an entrepreneur working around his father’s business without actually getting
involved with him. Learning and maturing through the path with success and failures he has
developed within himself deep analytics capabilities to build teams that can transform
technology into a hard core Business.

Email:
dayanidhi.m@thereforeindia.com
Vivek Kapoor Chief Operating Officer
As a marketing professional in a career spanning 18 years, Vivek have had a well
rounded experience which includes marketing & communication, business
development and operations as well. He started his career heading sales for the
family business. Seeking professional challenges, he completed an aggressive stint
with Tata Press Yellow Pages generating revenues from a territory followed by a
vertical. A post graduate management education in marketing followed which lead
him to advertising where he helped shape brands like Ruf & Tuf jeans, Jet Airways,
Johnson & Johnson, ICICI, to name a few. Later he went on to reposition
Automartindia and Hakoba in the early part of the decade. Prior to joining EmmayHR,
he lead strategic partnerships for Cox & Kings, the oldest travel house in the world
before. Before joining Therefore as a COO Vivek was GM - Branding at Asia
MotorWorks Limited where he leveraged his skills maximize the brand equity.
Email:
vivek@thereforeindia.com
You Plan Therefore You Succeed
Thank You
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