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Where will you find the Mumbai Indians, the Royal Challengers, the Deccan Chargers, the Channai Super Kings, the Delhi Daredevils, the Kings XI Punjab, the Kolkata Knight Riders and the Rajesthan Royals? In the Indian Premier League (IPL) - the most exciting sports franchise that the World has seen in recent years, with seemingly endless marketing opportunities (and strengths, weaknesses and threats of course!). This SWOT analysis is about The Indian Premier League.
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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
Basketball and Soccer. Some fans will also have to pay for travel to the ground. and some sponsors and are moving their investment the more reasonably priced teams. credit cards and other fan memorabilia.Football. Each franchisee is responsible for marketing its team to gain as large a fan-base as possible.g. season tickets. IPL is very attractive as a marketing communications opportunity. There may be large queues for the most popular games.g. The fan-base will generate large TV revenues. TV pay-per-view and other ways to segment the market for the IPL. The IPL has employed economists to structure its lead so that revenue is maximized. damage the game that generated it. away tickets. Different fans will pay different amounts to watch their sport. as well to TV audiences. Opportunities Since it has a large potential mass audience. sales of shirts. There will be corporate hospitality. Royal Challengers). Some teams have overpriced their advertising/sponsorship in order to gain some short-term returns (e. the more successful it is. Royal Challengers Bangalore (RCB) sacked their CEO Charu Sharma for watching his team lose 6 from their first 8 games. The more unified the sport. The league functions under a number of franchises. There is a huge opportunity for merchandising e. especially for advertisers and sponsors. Weaknesses Twenty20 has been so popular that it could replace other forms of cricket i. Grounds can also .e. There may be some distance between where the fan lives and the cricket ground. It is appealing as a spectator sport. Famously. The long-term success of all of the franchises lies in the generation of a solid fan-base. Stakes are very high! Some teams may not weather shortterm failures and may be too quick to get rid of key managers and players if things don't go well quickly.
Rajasthan Royals was picked up by Manoj Badale for a mere $67 million. The most expensive franchise .' 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.was bought by Mukesh Ambani for $111.as a differentiator or status symbol. However. Their parents and older cricket fans may prefer the longer. Threats The level of competition that the Board of Control for Cricket in India (BCCI) can generate determines long-term viability of the league. which means that the investment is safe against inflation which is traditionally relatively high in India. if the top names in cricket cannot be attracted to India.. Revenues will come from the most highly supported teams. if you invest in the best players and they do not win the trophies. For example. Franchise fees will remain fixed for the up until 2017-18.. more traditional game. Marketers believe that the teenage segments need to be targeted so that they become the long-term fan-base. then you may not see a return on your investment. This is known as 'Free Agency. the appeal of the game will fall.sell refreshments and other services during the games. Often getting hold of the big names is a problem .9 million. Bibliography Indian Premier League Official Website. whereas the lowest priced franchise .Australian domestic cricket runs concurrent with the IPL and if players move form Australia to India to follow the money then their domestic game will be hit. Franchises are very expensive. then revenue will fall.so owners need to be in it for the long-term.Read more. If the level of competition drops. The youth market may also impress on their parents that they want them to buy their club's merchandise on their behalf .Mumbai Indians . It won't be a quick return on investment . The Indian Premier League (also known as the "DLF Indian Premier League" for sponsorship reasons. The most highly priced teams may not be those that have the early success. often abbreviated as IPL). . is a Twenty20 cricket competition created by the Board of Control for Cricket in India (BCCI).
Kolkata Knight Riders 9.Delhi Daredevils 3. 5th July 2008. Royal Challengers Bangalore 5 Chargers 6.Indian Premier League. Rajasthan Royals 7. Involvem international players. Kings XI Pu 10. Ram Tamara and Michael Maloney Business Today 14th May 2008. Mumbai Indians 2. An exciting annual T-20 cricket tournament with all inter cricketers playing together STP Men in the age group 15 and above globally Entertaining T20 cricket tournament Teams Portfolio Billions of people across the world who love to play or w Brands 1. IPL's economics demystified. Kochi Tuskers SWOT Analysis Strength 1.6nbn to BCCI in 5-10 years through sponsorship . big corporate and celebrities make popular rage amongst spectators 4. Will cricket's new czars make money? Shamni Pande and Tejeesh N. Pune Wa India 8. IPL was the first sports event t broadcasted live on Youtube and Indiatimes 3. Behl .S. Indian Premier League (IPL) Logo Parent Company Category Sector Tagline/ Slogan USP Segment Target Group Positioning BCCI (Administrator) Cricket Event Sports and Entertainment MANORANJAN KA BAAP (King of entertainment). IPL is one the most popularly marketed and branded sports event globally 2.Business Today 14th May 2008. Brand IPL is predic over $1. Superkings 4. Wikipedia.
Let us do the SWOT analysis which will actually help in understanding IPL and why it has so much of ROI. Big Bash League (Australia) 2. media rig suspension of Chairman etc caused problems 2. 2 ½ hours therefore fast-paced and exciting Can be played on a weekday evening or weekend afternoon Very appealing as a mass sport as a spectator sport as well to TV audiences.Huge cricket following can through advertising. merchandising 2. IPL is sponsored by popular brands like DLF. policies etc 3. Strengths Short span i. Huge opportunity to leverage on popular brands throu advertising.Conflict other international cricket boards affected brand image Opportunity 1. Stakes are very high! Some teams have overpriced their advertising/sponsorship in order to gain some short-term returns . analyzed them from my perspective and this is what I have come up with. Involvement international players has helped improve pool of local pla Weakness 1. Parle etc 6.Rights 5. Has an extremely h reach and appeal amongst cricket fans 7. The long-term success of all of the franchises lies in the generation of a . Maruti.e.. Opportunities Large potential mass audience is very attractive as a marketing opportunity. People are talking about IPL as a means of commercializing cricket.Emergence o tournaments in other countries Competition Competitors 1. But having an overview and commenting doesn't make sense.Controversies like Team ownership disputes.Govt regul regarding security. involvement of fans and cricketers Threats 1. TVS. especially for advertisers and sponsors. Bangladesh Premier L (Bangladesh) 3. I went through some of the facts about IPL. Revenue is maximized Weaknesses It is the verge of damaging the game that generated it. Gaining popularity of other sports amongst youth and cricket will reduce appeal amongst people 2. taxation. Samsung..MiWay T20 Challenge (South Africa) IPL has brought cricket at a completely different level from just being a sport.
The most highly priced teams may not be those that have the early success. Franchises are very expensive.so owners need to be in it for the long-term.solid fan-base who will generate large TV revenues. Revenues will come from the most highly supported teams. Different markets and revenue sources will emerge for IPL. Huge opportunity for merchandising. Threats Maintaining the level of competition and interest in IPL or else the revenue will fall. . It won't be a quick return on investment . Therefore breaking even will also take time.
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