By Duke Group Section(A

)

May 5, 2010

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Introduction
‡ Indian Premier League or IPL a total package containing cricket and entertainment organized by BCCI. ‡ Brainchild of Mr. Lalit Modi, President IPL. ‡ Launched on 14th September 2007 by BCCI on the line of Football¶s English Premier league (EPL). ‡ DLF secured exclusive rights for IPL title sponsorship at Rs. 200 Cr. For 5 years. ‡ The IPL signed up Kingfisher Airlines as the official umpire partner for the series in a Rs. 106 crore deal. ‡ Professional twenty20 cricket league created and promoted by BCCI and backed by ICC.

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About Teams
‡ The IPL teams were auctioned on 24th January 2008. ‡ Eight teams were build up according to the regions of India.

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‡ The IPL is predicted to bring the BCCI income of approximately US$1.6 billion, over a period of five to ten years. ± Revenues Distribution till 2017 ‡ IPL= 40% ‡ Franchisee= 54% ‡ Prize Money= 6% ‡ After 2017 ± Revenues Distribution ‡ IPL= 50% ‡ Franchisee= 45% ‡ Prize Money= 5%

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Competitors for IPL
‡ ‡ ‡ ‡ ICL (Indian Cricket League). ECC (English County) Domestic T20. Stanford T20 CUP (Caribbean). Australian Domestic T20.

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Glimpse of IPL

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Team information
‡ Delhi Daredevils ± Owned by GMR (Gandhi Mallikarjuna Rao) Group Mr. Sandeep Reddy. ± Total price of the team ± $ 84 Million.

‡ Kolkata Nightrider ± Owner Red Chilies entertainment (Mr. Shahrukh Khan, Ms. Juhi Chawla). ± Price of the Team - $ 75.1 Million.
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‡ Deccan Chargers ± Owner ± Deccan Chronicle (Mr.Venkat Ram Reddy). ± Price of the team - $ 107 Million.

‡ Chennai Super Kings ± Owner ± India Cements (Mr. N. Srinivasan) ± Price ± $ 91.90 Million

‡ Royal Challenger Bangalore ± Owner ± UB group (Dr. Vijay Mallya) ± Price ± $ 111.6 Million
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‡ Mumbai Indians ± Owner ± Reliance Industries (Mr. Mukesh Ambani) ± Price - $ 111.9 Million. ‡ Rajasthan Royals ± Owner ± Emerging Media (Mr. Manoj Badale, Mr. Raj Kundra, Ms. Shilpa Shetty) ± Price - $ 67 million ‡ Kings XI Punjab ± Owner ± Bombay Dyeing (Ness Wadia), (Preity Zinta) ; Dabur (Mr. Mohit Burman) & Apeejay Surendra Group (Mr. Karan Paul) ± Price - $ 76 Million

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‡ Two New Teams for IPL 2011 ‡ Pune ± Owner ± Sahara Adventure Sports Group (Subrata Roy) ± Price ± $ 370 m

‡ Kochi ± Owner ± Rendezvous Sports World Limited ± Price ± $ 333.3 m

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Team Composition
‡ Each team of IPL has a minimum of 16 players of whom 8 can be internatio nal ‡ Composition of final 11 players ± International- 4 ± National- 4 ± Ranji- 2 ± Under 19- 1

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IPL so for««

Held in India. Kolkata Knight riders only profit making team. Less Viewer response. Franchise¶s got money from ticket Sales. Promoted IPL on national level. Costliest Player ± Mahendra Singh Dhoni Winner- Rajasthan Royals

Held in SA. Rajasthan Royals Highest profit making team More viewer response. Franchise s did not get money from Ticket sales. Promoted IPL on Global level. Costliest Player Kevin Pietersen Winner- Deccan Chargers
Indian Premiere League

Held in India Still on More viewer response. Franchise s will get money from Ticket sales. Promoted IPL on Global level. Costliest Player Kieron Polard Winner- Still on

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Television Broadcasters
Wining Bidder Regional Broadcast rights Terms of Deal

SONY/World Sport Group

Global rights, India

10 Years at 8700 Cr.

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Promotion
‡ Advertisements across various media platforms. ‡ Pitch the tournament as entertainment option rather than just a sport. ‡ Sell the cricket as a high involvement reality show that would appeal to all audience. ‡ SONY has bagged broadcasting right for 10 years. ‡ Advertisement ‡ Blue Ocean Strategy- W. Chan Kim ‡ Fan Clubs ‡ Youngistan ‡ Cheer Leaders

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Strengths Based on T20 format Only 2.5 hrs of playing time needed Inclusion of big names from corporate and entertainment industry

Weakness Money can replace sportsmanship Can create internal rivalry between players Cricket has now become a business

SWOT
Opportunity Great opportunity for advertisers and sponsors Franchises have sound investment option Threats Domestic tournaments can take hit The league is quite long and thus may burnout players

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Marketing Strategy
The DLF Indian premier league is a concept sell. It is clearly observed that IPL is a perfect example of controversy marketing Strategies: ‡ Auctioning the franchisees ‡ Auctioning the players participating in the IPL tournament. ‡ Advertisements on various TV and radio channels. ‡ Cheerleaders were one of the most important thing that is talked about, foreign girls attracted huge crowd ‡ Worldwide telecast. ‡ Locations: the venue chosen for the cricket matches was a strategic choice of places which are named after franchisees, which helped attract people ‡ Conflicts with some media partners and some other cricket boards again demanded the attention of people ‡ Timing: IPL has shown its strategic application of intellect by choosing the evening time for the matches, which made people watch game comfortably ‡ Opening and closing ceremony
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Remarkable Achievements
‡ Emergence of Brand India. ‡ Emergence of a business within cricket, thus generating more scope for business. ‡ Better opportunity for Indian players to showcase themselves, which was earlier limited to only 11 players. ‡ Boost for Advertising industry by IPL alone Rs.300 Cr.

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