Lalit

Kumar
Modi
History
• Born on 1963-Delhi
• Schooling - St josephs’ college Nanital
• Graduated in 1986 from Duke university-USA
• Degree of Marketing
• Scion of Modi Enterprises
• Board members of Godfrey Philips India Ltd.
• Joined BCCI in 2004 as a Marketing Director
• Modi started a 10-year joint venture with Walt Disney Pictures in
1993, MEN(Modi entertainment enterprises)
• In 1994, he became the pan-India distributor of ESPN on a ten-year
contract worth $975 million.
• The deal, exclusive global commercial rights for all T20 Champions
League seasons until 2017, making it the highest cricket tournament by
value on a per game basis.


Concept of IPL
• On the lines of the English premier league.

• Sell cricket as a high involvement reality show.

• IPL has eight teams sold to franchises for perpetuity.

• Opening doors to next big media movement.

• Franchise would use this to promote their brand+ financial
investment .

Strategies
• International Partnerships with Google and YouTube.

• Brand recall and keep IPL Alive even in off season.

• Platform for players who are new to cricket.

• Provided us the ultimate product mix of Cricket + Bollywood.

• He is making India shine globally.

• Biggest strategic hit.

• Inviting international players increased.

• It structured teams around states

• Rule of only four foreign players in one team

• Ensuring IPL was controversial for a goof TRP.

• IPL team owners have two channels of revenue, central and
local.
· Central - Includes Media, sponsorship and suppliers, which
BCCI will sells and shares with the teams.
· Local - Includes things like stadium ticket sales, local
sponsorship. Concessions, merchandise ,which franchisees
will be responsible for selling.

Teams Owners Franchises Amount
Mumbai RIL $111.9 m
Delhi GMR Group $84 m
Kolkata Red Chillies
Entertainment
$75.09 m
Chennai India Cements $91 m
Jaipur Emerging Media $67 m
Hyderabad Deccan Chronical $107 m
Bangalore UB Group $111.6 m
Mohali Preity Zinta, Ness Wadia $76 m
Channel
Genre Average TRP
SONY & SET MAX IPL 10-11
ZEE Soaps + Rock and Roll
family
5 - 5.5
STAR Soaps + Paachvi Pass
(SRK)
4 - 5
9X Chak De Bacche+
Reality
0.7 - 1.35
NDTV Mythological + Drama 1.25 - 2.12
Early
Marketing
Net
Result
•Distributing sports pay channel
•Cuts across all creeds and Castes
•300 % Bigger
•Nike 44 Million Team
•Revenue of 1 billion
•Infrastructure
Indian cricket as
Big as NBA
Earn as much as
Michael Jordan
2 billion NBA-Big
40
Million/yr
Lalit Modi MAVERICK
A peek into the mind of a brilliant marketing marvel
Different
side
of table
Value of Indian
Cricket
•Five rating per Game
•Audience and Timings
•A billion dollar baby

TOP
100
PLAYERS
The IPL JOURNEY
Franchise
•Mixing With Bollywood
•Presentation to Conglomerates

Broadcasting
Why MODI Sacked
• Decline started in 2010 IPL bidding process.

• Two new teams added
1. Pune warriors : by Sahara group
2. Kochi Tuskers : by in Rendezvous Sports World
(RSW)

• Revealed the ownership details of the Kochi
franchise on twitter.

“I am a bad enemy to make, because I am a
winner. You don't want to take such extreme
steps with me; rather, you want to negotiate
with me, because you need to be able to walk
away”
- Lalit Modi
Crushing ICL
• Refusal to recognise the ICL, criticizing world
cup winner Kapil Dev in the process.
• Pressure from BCCI on boards of other
countries to discourage players form joining
ICL.
• BCCI disallowed ICL players to play
international matches.
• Banned stadiums associated with ICL.

Accusing Chris Cairns of match fixing
• Modi posted on Twitter that Cairns had been
involved in match-fixing during 2008.
• Cairns claimed that he lost his contract for
failing to disclose an injury and sued Modi.
• It was ruled that Modi had "singularly failed"
to provide any reliable evidence that Cairns
was involved in match-fixing or spot-fixing, or
even that there were strong grounds for
suspicion that he was.


THANK YOU!
FOR YOUR ATTENTION

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