POST EVENT MANAGEMENT REPORT ON IPL 2017

Submitted In Partial Fulfillment of the Requirements For The

Award of Degree of Bachelor of Business Administration (BBA)

2016 – 2019

Submitted By: Under the Guidance of

SOHIT GANDHI Dr. AJAY SAHNI
0161BBA383 ASSISTANT PROFESSOR

BHARATI VIDYAPEETH
UNIVERSITY
(Deemed to be University)
INSTITUTE OF MANAGEMENT & RESEARCH,
NEW DELHI
A-4, Paschim Vihar, New Rohtak Road, New Delhi-110063.
 ACKNOWLEGEMENT
 
If word are considered to be signed of gratitude then let these words convey the very same,
my sincere gratitude to IPL 2017 Event Management report. Acknowledgement is an
individual’s feeling towards many people, who directly or indirectly stimulated & influenced
ones intellectual development in one’s student and professional life .All the very outset
thanks to Dr. AJAY SAHNI for instructing me and providing me the opportunity to
participate in project and share his invaluable knowledge and experience with me. His
innovative ideas provided me clarity of thoughts which help me to think in the right way. Due
to the proper guidance the making of project report become an enjoyable experience and easy
to workout. The successful completion of the project would have been far from reality
without mentioning the people who made an indelible impression while making the project.
At last I would also like to express my gratitude to all those who have in one way or other
helped me in the successful completion of my project report.

__________________
SOHIT GANDHI
 STUDENT UNDERTAKING

This is to certify that the project report entitled “EVENT MANAGEMENT REPORT ON
IPL 2017” Submitted to Bharati Vidyapeeth (Deemed to be University), Delhi in partial
fulfillment of the requirement for the award of the degree of Bachelor of Business
Administration is an original work carried out by me under the guidance of Dr. AJAY
SAHNI. The matter embodied in this project is a genuine work done by SOHIT GANDHI to
the best of my knowledge and belief and has been submitted neither to this University nor to
any other University for the fulfillment of the requirement of the course of study.

______________________________
NAME: - SOHIT GANDHI
ERP ID: - 0161BBA383
PRN: - 1620100462
 TABLE OF CONTENTS

S No Content Pg. No
1. Executive Summary
2. Introduction of IPL 2017
 Introduction of IPL
 History of IPL
 Format of IPL
 Venue of IPL
 Opening ceremony
 IPL 2017 Analysis
 Special Awards
 Brand Value
3. Marketing Mix i.e. 7P's
4. Broadcasting
5. Characteristics of IPL
6. SWOT of IPL
7. Typology of IPL
8. Segmentation, Targeting and Positioning of IPL
9. Implications of IPL
10. Sponsors of IPL
11. Conclusions and Recommendation
12. Bibliography

EXECUTIVE SUMMARY

This report of event management talks about the Indian Premier League 2017, which is the
10th anniversary of this League. The league was founded by the Board of Control for Cricket
in India (BCCI) in 2008, and is regarded as the brainchild of Lalit Modi, the founder and
former commissioner of the league. IPL has an exclusive window in ICC Future Tours
Programme. The IPL is the most-attended cricket league in the world and in 2014 ranked
sixth by average attendance among all sports leagues. In 2010, the IPL became the first
sporting event in the world to be broadcast live on YouTube.

The 2017 season started on 5 April 2017 and finished on 21 May 2017,
with Hyderabad hosting the opening match and the final. Mumbai Indians won by 1 run
against Rising Pune Supergiant in the final, winning their third title making them the first
team to achieve the milestone. Sunrisers Hyderabad captain David Warner won the Orange
Cap for the leading run-scorer of the tournament with 641 runs. Bhuvneshwar Kumar, also of
Sunrisers Hyderabad, was awarded the Purple Cap for finishing as the leading wicket-taker of
the tournament with 26 wickets. Rising Pune Supergiant's Ben Stokes was named the Most
Valuable Player, while Basil Thampi of Gujarat Lions was named the Emerging Player of the
Tournament.

INTRODUCTION

The Indian Premier League (IPL), officially Vivo Indian Premier League for sponsorship

reasons, is a professional Twenty20 cricket league in India contested during April and May of
every year by teams representing Indian cities and some states. The league was founded by
the Board of Control for Cricket in India (BCCI) in 2008, and is regarded as the brainchild
of Lalit Modi, the founder and former commissioner of the league. IPL has an exclusive
window in ICC Future Tours Programme.
The IPL is the most-attended cricket league in the world and in 2014 ranked sixth by average
attendance among all sports leagues. In 2010, the IPL became the first sporting event in the
world to be broadcast live on YouTube. The brand value of IPL in 2018 was US$6.3 billion,
according to Duff & Phelps. According to BCCI, the 2015 IPL season contributed ₹11.5
billion (US$182 million) to the GDP of the Indian economy.
There have been eleven seasons of the IPL tournament. The current IPL title holders are
the Chennai Super Kings, who won the 2018 season. The most successful franchises in the
tournament are the Chennai Super Kings and Mumbai Indians with 3 tournament wins each.
The 2017 season of the Indian Premier League, also known as IPL 10, was the tenth edition
of the IPL, a professional Twenty20 cricket league established by the BCCI in 2007. The
tournament featured the eight teams that played in the previous season. The 2017 season
started on 5 April 2017 and finished on 21 May 2017, with Hyderabad hosting the opening
match and the final. Mumbai Indians won by 1 run against Rising Pune Supergiant in
the final, winning their third title making them the first team to achieve the milestone.
Sunrisers Hyderabad captain David Warner won the Orange Cap for the leading run-scorer of
the tournament with 641 runs. Bhuvneshwar Kumar, also of Sunrisers Hyderabad, was
awarded the Purple Cap for finishing as the leading wicket-taker of the tournament with 26
wickets. Rising Pune Supergiant's Ben Stokes was named the Most Valuable Player,
while Basil Thampi of Gujarat Lions was named the Emerging Player of the Tournament.

HISTORY OF INDIAN PREMIER LEAGUE

1. Background
The Indian Cricket League (ICL) was founded in 2007, with funding provided by Zee
Entertainment Enterprises. The ICL was not recognised by the Board of Control for
Cricket in India (BCCI) or the International Cricket Council (ICC) and the BCCI were
 not pleased with its committee members joining the ICL executive board. To prevent
players from joining the ICL, the BCCI increased the prize money in their own
domestic tournaments and also imposed lifetime bans on players joining the ICL,
which was considered a rebel league by the board.
2. Foundation
On 13 September 2007, the BCCI announced the launch of a franchise-
based Twenty20 cricket competition called Indian Premier League whose first season
was slated to start in April 2008, in a "high-profile ceremony" in New Delhi. BCCI
vice-president Lalit Modi, said to be the mastermind behind the idea of IPL, spelled
out the details of the tournament including its format, the prize money, franchise
revenue system and squad composition rules. It was also revealed that the IPL would
be run by a seven-man governing council composed of former India players and
BCCI officials, and that the top two teams of the IPL would qualify for that
year's Champions League Twenty20. Modi also clarified that they had been working
on the idea for two years and that IPL was not started as a "knee-jerk reaction" to the
ICL. The league's format was similar to that of the Premier League of England and
the NBA in the United States. In order to decide the owners for the new league, an
auction was held on 24 January 2008 with the total base prices of the franchises
costing around $400 million. In the end, the franchises were all sold for a total of
$723.59 million. The Indian Cricket League soon folded in 2008.

3. Expansions and terminations

On 21 March 2010, it was announced that two new franchises – Pune Warriors
India and Kochi Tuskers Kerala – would join the league before the fourth season in
2011. Sahara Adventure Sports Group bought the Pune franchise for $370 million
while Rendezvous Sports World bought the Kochi franchise for $333.3
 million. However, one year later, on 11 November 2011, it was announced that the
Kochi Tuskers Kerala side would be terminated following the side breaching the
BCCI's terms of conditions. Then, on 14 September 2012, following the team not
being able to find new owners, the BCCI announced that the 2009 champions,
the Deccan Chargers, would be terminated. The next month, on 25 October, an
auction was held to see who would be the owner of the replacement franchise,
with Sun TV Network winning the bid for the Hyderabad franchise. The team would
be named Sunrisers Hyderabad. Pune Warriors India withdrew from the IPL on 21
May 2013 over financial differences with the BCCI. The franchise was officially
terminated by the BCCI, on 26 October 2013, because of the franchise failing to
provide the necessary bank guarantee. On 14 June 2015, it was announced that two-
time champions, Chennai Super Kings, and the inaugural
season champions, Rajasthan Royals, would be suspended for two seasons following
their role in a match-fixing and betting scandal. Then, on 8 December 2015, following
an auction, it was revealed that Pune and Rajkot would replace Chennai and Rajasthan
for two seasons. The two teams were the Rising Pune Supergiant and the Gujarat
Lions.

FORMAT

Eight teams were contesting the season. The schedule for the tournament was published on
15 February 2017. The league stage, consisting of 56 matches, took place between 5 April
and 14 May 2017. The top four teams qualified for the play-offs, with the final held
in Hyderabad on 21 May.

VENUES

Bangalore Delhi Hyderabad

Royal
Sunrisers
Challengers Delhi Daredevils
Hyderabad
Bangalore
Rajiv Gandhi
M. Chinnaswamy
Feroz Shah Kotla International
Stadium
Cricket Stadium
Capacity: 35,000 Capacity: 41,000 Capacity: 55,000

Indore Kanpur
Kings XI Punjab Gujarat Lions
Holkar Cricket
Green Park
Stadium
Capacity: 30,000 Capacity: 33,000

Kolkata Mohali
Kolkata Knight
Kings XI Punjab
Riders
Eden Gardens Punjab Cricket
Association IS
 Bindra Stadium
Capacity: 68,000 Capacity: 26,000

Mumbai Pune Rajkot

Mumbai Indians Rising Pune Supergiant Gujarat Lions
Saurashtra
Wankhede Cricket
Maharashtra Cricket Association Stadium
Stadium Association
Stadium
Capacity: 33,000 Capacity: 42,000 Capacity: 28,000

OPENING CEREMONIES
Unlike the previous IPL seasons each of which had a single opening ceremony, the 2017
season featured opening ceremonies at each venue before the start of the first match at the
venue. The ceremonies included performances by Amy Jackson (at Hyderabad); Shalmali
Kholgade and Riteish Deshmukh (at Pune); Bhoomi Trivedi, Sachin-Jigar and Tiger
Shroff (at Rajkot); Harshdeep Kaur and Disha Patani (at Indore); Benny Dayal and Kriti
Sanon (at Bangalore); Sushant Singh Rajput and Malaika Arora (at Mumbai); Shillong
Chamber Choir, Monali Thakur and Shraddha Kapoor (at Kolkata); Raftaar, Yami
Gautam and Guru Randhawa (at Delhi).
IPL 2017 ANALYSIS
 Dates 5 April–21 May 2017
Administrator(s) Board of Control for Cricket in
India (BCCI)
Cricket format Twenty20
Tournament Double round
format(s) robin and playoffs
Host(s) India
Champions Mumbai Indians (3rd title)
Runners-up Rising Pune Supergiant
Participants 8
Matches played 60
Attendance 1,592,543 (26,542 per match)
Player of the series Ben Stokes (RPS) (316 runs
and 12 wickets)
Most runs David Warner (SRH) (641)
Most wickets Bhuvneshwar Kumar (SRH)
(26)
Official website www.iplt20.com

SPECIAL AWARDS

Player Team Award Value

 Glenn Yes Bank Maximum Sixes
Kings XI Punjab ₹ 10,00,000 and trophy
Maxwell Season
 Rising Pune
 Ben Stokes Most Valuable Player ₹ 10,00,000 and trophy
Supergiant
 Basil
Gujarat Lions Emerging Player Award ₹ 10,00,000
Thampi
 Suresh VIVO Perfect Catch of the ₹ 10,00,000, trophy &
Gujarat Lions
Raina Season VIVO phone
 Sunil Kolkata Knight
Vodaphone Superfast Fifty ₹ 10,00,000 and trophy
Narine Riders
 Yuvraj Sunrisers Vitara Brezza Glam Shot ₹ 1,00,000, a car and
Singh Hyderabad of the Season trophy
 Gautam Kolkata Knight FBB Stylish Player of the
₹ 1,00,000 and trophy
Gambhir Riders Season
 Suresh
Gujarat Lions Fairplay Award Trophy to the team
Raina

BRAND VALUE
The IPL has seen a spike in its brand valuation to US$5.3 billion after the 10th edition,
according to research conducted by global valuation and corporate finance advisor Duff &
Phelps. The brand value of IPL was estimated to be US$5.3 billion after 2017 IPL
by American Appraisal, a Division of Duff & Phelps. Duff & Phelps added that the value of
brand IPL has jumped to $4.16 billion after the 2016 edition, against $3.54 billion in 2015.
The 19% jump is despite the fact that the US dollar to Indian rupee currency has depreciated
by nearly 10%. According to managing director at Duff & Phelps India. "What IPL has
achieved in this short time is phenomenal. Not just in India, but internationally also," IPL not
only negotiated a tough pitch but also ultimately came out on top as a true winner. This IPL
season has grabbed the eyeballs for all the right reasons with a relatively controversy free
tournament, coupled with some scintillating on-field performances which have brought the
spotlight back on the game."
According to another independent report conducted by Brand Finance, a London-based
company, after the conclusion of the 2018 Indian Premier League, the IPL has seen its
business value grow by 37% to an all-time high of US$5.3 billion — crossing the five billion
mark for the first time in a season. According to the director of the company: “Now in it’s
11th season, the Indian Premier League is here to stay. The league has delivered financially
for the players, franchisees, sponsors and India as a whole, prompting a strong desire among
a range of stakeholders to appropriately value it. To ensure continued development,
management and team owners will have to explore innovative ways of engaging fans, clubs,
and sponsors.
With the brand value of $65 million and winning the 2018 season title, Chennai Super Kings
(CSK) have been ranked as the most valuable IPL franchise brand. CSK has topped the Brand
Finance IPL league table for the third time, after leading the rankings in 2010 and 2013. Last
year's most valuable brand, Kolkata Knight Riders (KKR) come second in IPL 2018 ranking
with brand value up 5% from 2017. Sun Risers Hyderabad (SRH) retained their third position
with a brand value up 17%, Mumbai Indians (MI) were ranked fourth with a brand value up
11%, Royal Challengers Bangalore (RCB) is at number five, Delhi Daredevils (DD),
Rajasthan Royals (RR) and Kings XI Punjab (KXIP) are at sixth ,seventh & eighth in the
valuation table. Despite being at the bottom half of the table, all these teams have seen a 10%
growth in brand valuation.

7 P's OF IPL 2017

The Indian premier league has taken the cricketing world by storm. It has also got its
marketing mix spot on. Read on to discover the perfection in the marketing mix of Indian
Premier League.
1. PRODUCT
IPL stands for Indian Premier League. It is a Twenty20 tournament started by BCCI.
It is the brainchild of Lalit Modi. It started in the year 2008 and comprises the players
from all over the world. A perfect blend of cricket & entertainment. It’s providing a
stage for many youngsters to show their performance & profitable too to Advertisers
and broadcasting channels. So Product would means the cricket which is played.

2. PRICE
As far as the IPL pricing structure is concern, The IPL is predicted to bring the BCCI
income of approximately US$ 1.6 billion, over a period of five to ten years. All of
these revenues are directed to a central pool, 40% of which will go to IPL itself, 54%
to franchisees and 6% as prize money. The money will be distributed in these
proportions until 2017, after which the share of IPL will be 50%, franchisees 45% and
prize money 5%. The IPL signed up Kingfisher Airlines as the official umpire partner
for the series in an Rs.106 Crore’s (1.06 billion) deal. This deal sees the Kingfisher
Airlines brand on all umpires’ uniforms & also on the giant screens during third
umpire decisions. Sony Entertainment Television signed a new contract with BCCI
with Sony Entertainment Television paying a staggering Rs.8700 Crore’s (87 billion)
for 10 years.
3. PLACE
The first season of the Indian Premier League commenced on 18 April 2008 in India
and ended on 1 June 2008 with the victory of the Rajasthan Royals against Chennai
Super Kings in the final at the DY Patil Stadium, Navi Mumbai. As the second season
of the IPL coincided with multi-phase 2009 Indian general elections, the Indian
Central Government refused to provide the Indian paramilitary forces to provide
security, saying the forces would be stretched too thinly if they were to safeguard both
the IPL and the elections. As a result, the BCCI decided to host the second season of
the league outside India. All 59 matches of the second season, abbreviated as IPL 2,
took place in South Africa. Ironically, South Africa were also scheduled to have
elections doing the IPL, however, the South African government provided adequate
security for both the South African General Elections and the IPL.

4. PROMOTION
When Bollywood and cricket met, the result was IPL and it was truly entertaining to
see one’s favourite cricketer as well the Bollywood star on the same platform. IPL
was no doubt an entertaining one. Super stars like Shah Rukh, Preity, Akshay,
Katrina, Hrithik had been a source which provided a lot of glam to IPL promotion. To
attract the cricket fans, even team-owners have started selling tickets personally.
Preity Zinta, the co-owner of Kings XI Punjab and Australian pace man Brett Lee
sold the tickets along with their autographs.

5. PEOPLE
Indian Premier League is mostly targeted for the younger generation youth. As the
generations are very busy with their day to day work with IPL they get entertainment
along with cricket which helps them to enjoy every aspect of the game. People are
very excited towards IPL as this is only one game that brings different players of
different countries at one platform, for which they tend to get attracted to see their
favourite player perform. Some of the audiences are also attracted to see their
favourite celebrity cheering for the team.

6. PROCESS
Indian Premier League as a whole is the biggest event of the year for which months of
preparation are to be done. For instance, organizing the respective 8 teams who are
 performing for the event and the most important of all is marketing the IPL as it has to
reach the wide range of audience globally. An arrangement of stadium where this
event is going to be held is also finalized well before. Finally, and most important of
all is execution of the Event.

7. PHYSICAL EVIDENCE
Fun, Music, Entertainment & sports, where can you find that, answer for that is
INDIAN PREMIER LEAGUE. People wait for this season as they get everything in a
joyful bundle. IPL is also the biggest platform for advertising and promoting
different product or brands which is clearly viewable during the event. Physical
Evidence in IPL would include watching it through various media, seeing the
advertisement and marketing of IPL all over the country.

BROADCASTING
The IPL's broadcast rights were originally held by a partnership between Sony Pictures
Networks and World Sport Group, under a ten-year contract valued at US$1.026 billion.
Sony would be responsible for domestic television, while WSG would handle international
distribution. The initial plan was for 20% of these proceeds to go to the IPL, 8% as prize
money and 72% would be distributed to the franchisees from 2008 until 2012, after which the
IPL would go public and list its shares. However, in March 2010, IPL decided not to go
public and list its shares. As of the 2016 season, Sony MAX, Sony SIX, and Sony
ESPN served as the domestic broadcasters of the IPL; MAX and SIX aired broadcasts
in Hindi, while SIX also aired broadcasts in the Bengali, Tamil, and Telugu languages. Sony
ESPN broadcast English-language feeds. The IPL became a major television property within
India; Sony MAX typically became the most-watched television channel in the country
during the tournament, and by 2016, annual advertising revenue surpassed ₹1,200 crore.
Viewership numbers were expected to increase further during the 2016 season due to the
industry adoption of the new BARC ratings system, which also calculates rural viewership
rather than only urban markets. In the 2016 season, Sony's broadcasts achieved just over 1
billion impressions (television viewership in thousands), jumping to 1.25 billion the
following year. Sony also broadcast a companion talk show, Extraaa Innings T20.
On 4 September 2017, it was announced that the then-current digital rightsholder, Star
India (a subsidiary of 21st Century Fox), had acquired the global media rights to the IPL
under a five-year contract beginning in 2018. Valued at ₹16,347.5 crore (₹163.475 billion,
US$2.55 billion, £1.97 billion), it is a 158% increase over the previous deal, and the most
expensive broadcast rights deal in the history of cricket. The IPL sold the rights in packages
for domestic television, domestic digital, and international rights; although Sony held the
highest bid for domestic television, and Facebook had made a US$600 million bid for
domestic digital rights (which U.S. media interpreted as a sign that the social network was
interested in pursuing professional sports rights), Star was the only bidder out of the shortlist
of 14 to make bids in all three categories.
Star CEO Uday Shankar stated that the IPL was a "very powerful property", and that Star
would "remain very committed to make sure that the growth of sports in this country
continues to be driven by the power of cricket". He went on to say that "whoever puts in that
money, they put in that money because they believe in the fans of the sport. The universe of
cricket fans, it tells you, continues to very healthy, continues to grow. What was paid in 2008,
that was 2008. India and cricket and IPL—all three have changed dramatically in the last 10
years. It is a reflection of that." The deal led to concerns that Star India now held
a monopoly on cricket rights in the country, as it is also the rightsholder of ICC competitions
and the Indian national team.
For its inaugural season, Star aimed to put a larger focus on widening the IPL's appeal with a
"core" cricket audience. The network aimed to broadcast at least two hours of IPL-related
programming daily from January until the start of the season, having organized televised
announcements of player retention selections and new team captains. Viewership of the
player auction, which featured pre- and post-auction reactions and analysis, increased six-fold
to 46.5 million. In March, Star Sports broadcast Game Plan: In Your City specials from the
home city of each of the IPL's franchises. Star Sports stated that its in-season coverage and
studio programming would focus more on the game itself and behind-the-scenes coverage of
the IPL's teams, rather than trying to incorporate irrelevant entertainment elements. The
network introduced a new studio program known as The Dugout, which broadcasts coverage
of matches with analysis from a panel of experts.

CHARACTERSTICS OF IPL

1. UNIQUENESS
 The event must be unique and different to be remembered. Recall and remembering of
an event are the signs of a good event. Although an event may not always be a happy
event characteristic, but in this case, we would refer to happy and pleasant events. IPL
itself is a unique event in its own distinct way. Participation of large number of
players from many different countries makes it more unique

2. INTANGIBILITY
Events in general are as intangible as any other service, which means that you can see
the event, and even experience it, but you can’t touch it. Events intangible and cannot
be felt. But the sponsors and the organizers provide many awards, prizes and offers
related to the events. Obviously, the winner gets the title for the year and a huge
amount of money. These make the event tangible and motivate the other teams to win
the title.

3. RITUALS
For the players and the fans all over the world, this league is a kind of festival of
cricket. The rituals for the league are the opening ceremony on the first match day of
an edition and a ceremony only for the captains and the authorities. The 10 th edition
was marked as the huge success of the event and therefore was celebrated on a large
scale. The ritual was to celebrate the opening ceremony in all the 8 home venues for
the first match.

4. OPPORTUNITY
Indian Premiere League is the domestic T-20 tournament for the Indian country. This
a worldwide famous league of cricket and conducted as a mega event of cricket. The
fan following of this league rapidly increased year by year not only in India but also
all over the world. IPL provides a platform to the domestic players to showcase their
talent of cricket. The key role of this event is to develop the new young talent for the
future cricket. The domestic players from different states get selected in different
teams and they spent the whole season with much experienced players and coaching
staff.

5. TIME SCALE
Events do not go on forever, they do have a lifespan. Although, events could go on for
some days or an evening, an hour or even a yearly event. The timing of the event
determines the kind of event that will be held. If it is an evening event, the lighting,
the stage, the color of backdrop etc. will be determined separately as opposed to if the
event were conducted during the day. Timing is also kept in mind when planning an
event, because preparation for the event, pre and post and wrap up etc. are decide the
magnitude and size of the event. Therefore IPL was considered as the 4 hour
blockbuster show at the evening time for around 2 months.

SWOT ANALYSIS OF IPL

The SWOT of IPL discusses the strengths, weaknesses, opportunities and threats of the
Indian premier league. The Indian premier league is based upon the 20-20 cricket game
format.
1. STRENGTHS
 The Indian Premier League (IPL) is based upon the Twenty20 cricket game
which should be completed in 2 ½ 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 many people in different ways this has helped in
maximizing the revenues. The more unified the sport, the more successful it is.

2. WEAKNESSES
 Twenty20 has been so popular that it could replace other forms of cricket.
 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 don’t 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 advertising/sponsorship in order to gain some
short-term returns (e.g. Royal Challengers), and some sponsors are moving their
investment at more reasonably priced teams.
3. OPPORTUNITIES
 Since 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.
 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 e.g. sales of shirts, credit cards etc.
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. The youth market may impress on their parents that
they want them to buy their club’s 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.

4. THREATS
 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.
 If the franchisee’s 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 won’t 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 $111.9 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.
 TYPOLOGY OF IPL

UNCERTAINITY
HIGH
IPL 2017
(10th
Edition)
LOW

Individual Group National International

COMPLEXITY

10th Edition of Indian Premier League would be categorised under international event. Being
an international event IPL would have a very high complexity and it would be very unique.
As the 10th anniversary the event would have a very wide opening ceremony which would be
done at each of the home grounds of different teams. Unlike the previous IPL seasons each
of which had a single opening ceremony, the 2017 season featured opening ceremonies at
each venue before the start of the first match at the venue.
The ceremonies included performances by Amy Jackson (at Hyderabad); Shalmali
Kholgade and Riteish Deshmukh (at Pune); Bhoomi Trivedi, Sachin-Jigar and Tiger
Shroff (at Rajkot); Harshdeep Kaur and Disha Patani (at Indore); Benny Dayal and Kriti
Sanon (at Bangalore); Sushant Singh Rajput and Malaika Arora (at Mumbai); Shillong
Chamber Choir, Monali Thakur and Shraddha Kapoor (at Kolkata); Raftaar, Yami
Gautam and Guru Randhawa (at Delhi). The BCCI organises every event of the 10th edition
of the IPL to make it more interesting and joyful for the cricketing fans.
The tournament featured the eight teams that played in the previous season. The 2017 season
started on 5 April 2017 and finished on 21 May 2017, with Hyderabad hosting the opening
match and the final. Mumbai Indians won by 1 run against Rising Pune Supergiant in
the final, winning their third title making them the first team to achieve the milestone.
Sunrisers Hyderabad captain David Warner won the Orange Cap for the leading run-scorer of
the tournament with 641 runs. Bhuvneshwar Kumar, also of Sunrisers Hyderabad, was
awarded the Purple Cap for finishing as the leading wicket-taker of the tournament with 26
wickets. Rising Pune Supergiant's Ben Stokes was named the Most Valuable Player,
while Basil Thampi of Gujarat Lions was named the Emerging Player of the Tournament.
IPL 2017 has endorsed many different celebrities to make it a very unique event, BCCI also
hired an event management company to manage each and every event taking place at various
venues. The company was an UK - Based International Management Group.
In this league only 4 overseas players can play in a certain match for a team i.e. a team need
to go with the combination of 4 overseas and 7 Indian players for a match. The participation
of world famous players in this league makes it more unique. Therefore, finding a perfect
combination for the team makes it more complex at certain times. But fans follow all the
players which makes this league more complex.
 SEGMENTATION, TARGETING, POSITIONING OF IPL

SEGMENTATION Depends on the personality, attitude and the

love for the Cricket.
TARGET GROUP Those people who are Cricket Fans and
mainly include Men in the age group 15
and above globally.
POSITIONING It positions itself as a league which is
entertaining T20 cricket tournament with

international cricket stars.

SEGEMENTATION

1. GEOGRAPHIC SEGMENTATION
Geographic location is one of the simplest methods of segmenting the market. People
living in one region of the country have purchasing and consuming habit which
differs from those living in other regions. In this event people can watch the match
using any media and the fans who live near a particular venue can go and watch it
directly in the stadium.

2. DEMOGRAPHIC SEGMENTATION
Demographic variables such as age, occupation, education, sex and income are
commonly used for segmenting markets. Basically this event is for:
(i) Age group - 15 to 80
(ii) Occupation - Any occupation.
(iii) Sex - Mostly males aging above 15 and some females around 25.
(iv) Income - Medium and High class people

3. PSYCHOGRPAHIC SEGMENTATION
Under this method consumers are classified into market segments on the basis of their
psychological i.e., personality, attitude and lifestyle. According to attitude towards
life, people may be classified as traditionalists, achievers, etc. People who are fans of
cricket are usually targeted in this scenario.
TARGETING
After the market has been separated into its segments, the marketer will select a segment or
series of segments and 'target' it/them. Resources and effort will be targeted at the segment.
 Love for cricket
 Cricket Players from over the world
 Star Endorsement
 Creating clubs in order for entertainment

POSITIONING
It is creating the image of an event in mind of people.

 Banners
 Advertisement
 Word of mouth
 Public relation
 Public interaction
 Star Endorsement
 International Players
 Support from high sponsors
 IMPLICATIONS OF IPL

Implications are the various parameters and areas which every event manager and organizer
should take into account while organizing an event. Also these are the areas which make a
successful event.
The implications are as follows:
 ECONOMIC
 SOCIAL
 POLITICAL
 DEVELOPMENTAL

1. ECONOMIC IMPLICATIONS
The 'economic impact' of a major event refers to the total amount of additional
expenditure generated within a defined area, as a direct consequence of staging the
event. IPL 2017 which was organized in India at various venues i.e. different cluns
having different grounds had a lot of economic implications and involvement in
making the event a big hit. The BCCI who are creators of the event invests a huge
amount of money and resources every year i.e. maintenance of grounds, endorsing
celebrities, distributing trophies medals and match of match, etc.

2. POLITICAL IMPLICATIONS
There are certain types of events which do have political impacts, even if that impact
is only to provide a mechanism to indicate some form of political status. That is every
event manager or show casers have to follow certain kind of rules and regulations of
the host country, where they want to organize their show. Also various political
leaders come and support many matches in the IPL, they also award many players
during match of the match time. This helps in showing that politics supports the
cricket of India and by involving many international players it shows international
strength with them.

3. DEVELOPMENTAL IMPLICATIONS
The development impact of events mainly refers to the development, the IPL 2017
had till now from way back it was started and how it is so beautifully being organized
 and is being hosted in various different states of India Now, IPL has very appealing
and attractive venues which are supported by many stars, such as Shah Rukh Khan
has taken over Wankhede Stadium, etc. There are various stands in the name of
cricketers. At the opening ceremony there are various dance and musical
performances of various Indian film celebrities being choreographed by professional
choreographers which has made it way more developed and a big-shot grand event
from the way back in past where it was not staged so grand. Also by having different
countries involved by sending their players, the number of players and countries have
been continuously increasing in IPL. Every year many new players give in their name
to be selected at the auction.

4. SOCIAL IMPLICATIONS
Social implications includes the various aspects which makes an event more
recognized and well promoted among the public. Every year IPL reaches to its public
through various advertisements in newspapers and television days before the event
starts, various types of press conferences and media interactions are being organized
to promote IPL. Various preparations of the show and the stars coming to the host
country i.e. India for Cricket show are being telecasted and publicized to keep its
viewers more intact and awaited for the show. Also commentators are appointed from
different countries in order to make the event more entertaining.
 SPONSORS OF IPL 2017

1. Title Sponsor

2. Official Broadcasters

3. Official Digital Streaming Partners

4. Official Partners

5. Official Strategic Timeout Partners

CONCLUSIONS AND RECOMMENDATION
BIBLIOGRAPHY