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Indian Premier League
BY ANAND RAGHAVAN DINESH M SRIRAM MUKUND SATISH ADDALA
• 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. • 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.
Objectives of IPL
• To further propagate the popularity of the sport in the country • To nurture and build local talent. • To turn IPL into a global phenomenon, and help take cricket to the next level. • Will help BCCI to be a superpower in world cricket. • To develop the infrastructure of India cricket.
Teams • The IPL teams were auctioned on 24th January 2008. . • Eight teams were build up according to the regions of India.
– Revenues Distribution till 2017 • IPL= 40% • Franchisee= 54% • Prize Money= 6% • After 2017 – Revenues Distribution • IPL= 50% • Franchisee= 45% • Prize Money= 5% . over a period of five to ten years.6 billion.Revenue Distribution • The IPL is predicted to bring the BCCI income of approximately US$1.
Revenue Distribution .
• ECC (English County) Domestic T20. • Australian Domestic T20.Competitors • ICL (Indian Cricket League). • Stanford T20 CUP (Caribbean). .
Shahrukh Khan.Team Information • DELHI DAREDEVILS – Owned by GMR Group (Mr. – Price of the Team . • KOLKATA KNIGHT RIDERS – Owner Red Chilies entertainment (Mr. Ms. . Juhi Chawla). Sandeep Reddy).$ 75.1 Million. – Total price of the team – $ 84 Million.
$ 107 Million.6 Million . – Price of the team .90 Million • ROYAL CHALLENGERS BANGALORE – Owner – UB group (Dr. Srinivasan) – Price – $ 91.Venkat Ram Reddy). Vijay Mallya) – Price – $ 111.• DECCAN CHARGERS – Owner – Deccan Chronicle (Mr. • CHENNAI SUPER KINGS – Owner – India Cements (Mr. N.
Ms. Mukesh Ambani) – Price . Mr. Shilpa Shetty) – Price . Raj Kundra. Dabur (Mr.$ 76 Million • • . RAJASTHAN ROYALS – Owner – Emerging Media (Mr.• MUMBAI INDIANS – Owner – Reliance Industries (Mr. Mohit Burman) & Apeejay Surendra Group (Mr. Manoj Badale.$ 111.9 Million. (Preity Zinta) . Karan Paul) – Price .$ 67 million KINGS XI PUNJAB – Owner – Bombay Dyeing (Ness Wadia).
• Composition of final 11 players – International.Team Composition • Each team of IPL has a minimum of 16 players of whom 8 can be international.4 – National.4 – Ranji.1 .2 – Under 19.
IPL in first 3 years……. .
Television Broadcasters .
200Crore) to be the title sponsor of the tournament for 5 years from 2008 to 2012. • Other year sponsorship agreements include a deal with motorcycle maker Hero Honda worth $22.5-million. .Title Sponsorship Rights • India's biggest property developer DLF Group paid US$50 million (Rs. and a deal with beer and airline conglomerate Kingfisher at $26.5-million.5-million. one with PepsiCo worth $12.
• Advertisement • Blue Ocean Strategy. • SONY has bagged broadcasting right for 10 years. Chan Kim • Fan Clubs • Youngistan • Cheer Leaders . • Sell the cricket as a high involvement reality show that would appeal to all audience.Promotion • Advertisements across various media platforms.W. • Pitch the tournament as entertainment option rather than just a sport.
• Advertisements on various TV and radio channels. foreign girls attracted huge crowd • Worldwide telecast. 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.Marketing Strategy The DLF Indian premier league is a concept to sell. • Cheerleaders were one of the most important thing that is talked about. .
which helped in attracting people. • Conflicts with some media partners and some other cricket boards again demanded the attention of people. . which made people watch game comfortably. • Timing: IPL has shown its strategic application of intellect by choosing the evening time for the matches. • Opening and closing ceremony.Marketing Strategy • Locations: the venue chosen for the cricket matches was a strategic choice of places which are named after franchisees.
Effect on Indian Economy .
Bangalore Royal Challengers for $111.09 million and Rajasthan Royals for $67 million. Chennai Super Kings for $91 million. Kolkata Knight Riders for $75. Later. Hyderabad Deccan Chargers for $107 million. • • • . And Hero Honda bagged the co-sponsor deal for 5 years for Rs 90 lakh.9 million. making the deal worth Rs 200 crore. the deal was revised in the second season because of a controversy. The record deal has duration of ten years at a cost of US$1.Milestones • • • 2007 The Indian Premiere League established by BCCI 2008: IPL SEASON 1 January: The first ever franchise auction fetched $US$723. Each franchise was auctioned for: Mumbai Indians for $111. Kings XI Punjab for $76 million.6 million. A consortium consisting of India’s Sony Entertainment Television network and Singapore-based World Sport Group secured the global broadcasting rights of the Indian Premier League. February DLF bags the title sponsorship rights for IPL for five years at a cost of Rs 40 crore per annum.59 million. Delhi DareDevils for $84 million.026 billion.
IPL reached out to 10. The IPL eyeballs made the brand a household name. n screen and commercial breaks) was there in IPL 1. BCCI emerged as the most successful marketer with a profit of Rs 350 crore from IPL 1 alone while in 2007 its overall profits were Rs 235 crore. KKR made a profit of Rs 8 crore and RR of Rs 5 crore. • . It sponsored Chennai SuperKings.24 crore viewers.Milestones • • • • • • • April IPL Season 1 kicks off creating the best marketing cocktail with two key ingredients that Indians are most passionate about: cricket and movies. a well known telecom brand first started advertising at IPL Season 1. 482 hours of advertising (in stadia. Overall. Aircel. Kolkata KnightRiders (KKR) and Rajasthan Royals (RR) were the only franchise to make profits. June During season 1. The first season of the great Indian marketing cocktail has been estimated to add Rs 300 crore to the TV advertising pie in 2008.
which paid Rs 137 core as the ground sponsor for IPL. Big TV. • • . CEO Kunal Dasgupta resigned and later Sony had to revise its $1. the official broadcaster signed on-air deal with Airtel Digital TV as a presenting sponsor for DTH broadcast. The controversy aggravated so much that Multi Screen Media. and thus at the last moment IPL commissioner Lalit Modi decides to take the league to South Africa. April Another round of controversies were brewing surrounding elections and securities.026 billion deal to $1.6 billion in order to keep the broadcast rights.Milestones • • 2009: IPL SEASON 2 February IPL season 2 began with controversy. SET MAX. protested the SonyBharti deal and called off its own deal with the broadcaster.
the blog became a rage within a few days. the fake IPL player blog had at its peak. on 26 April with 1. . • One of the most popular mascot and campaign was launched in IPL season2 which became a huge success in taking the brand further that was the Vodafone ZooZoo campaign.5 crore visitors which is quite good considering that celebrity blogs like Amir Khan was at its peak garnering 1.7 crore visits. According to digital agency Pinstorm. • This was also the season where once again marketing won over the game and thus strategy breaks were introduced after 10 overs of game in each inning to incorporate more advertisers who were keen to get associated with the event.Milestones • Fake IPL Player blog started the same day the IPL 2 tournament. The blogger remained anonymous for this season. Then written anonymously.
2010 issue of India Today put The Gamechangers at ninth position in the list of Top 10 national bestsellers. The book marketed as a work of fiction and written anonymously. screen and commercial breaks) were there in IPL 2. • 2010: IPL SEASON 3 March • The Fake IPL Player released a book – ‘The Gamechangers’ which was loosely based on the contents of his blogs. The June 7. • Season 2. 625 hours of advertising (in stadia. Overall. .27 crore TV Viewers.Milestones • June • IPL season 2 has been estimated to add Rs 500 crore to the TV advertising pie in 2009. reached out to about 12.
The game crossed another milestone when leading tyre brand MRF paid Rs 15 crore to become blimp sponsor of the tournament. . • April • IPL 3 saw the daddy of controversies with IPL Chief Lalit Modi’s suspension.Milestones • Vodafone ZooZoo which became a rage in IPL 2 returned for a new innings in IPL 3. The brand value of IPL reaches $4. It was the first time in India that a blimp was deployed in a sports event.13 billion. according to Brand Finance Report.
Milestones • June • Despite the controversies. In absolute viewer terms. .37 crore. viewership reach was 14. He was a marketing professional named Anupam Mukerji based in Bangalore. IPL 3 has been estimated to add Rs 700 crore to the TV advertising pie in 2010. • August • The Fake IPL Player identity was revealed. IPL season 3.
37 million and Royal Challengers Bangalore. For the first time a sports auction is shown live on TV.Milestones • 2011: IPL SEASON 4 January • IPL Players auction goes live on TV. with a brand value of of $47. Top 3 franchise with highest brand values were Mumbai Indians with a brand value of $57. which is five time more than the usual rate for a day time slot.67 billion (Source: Brand Finance Report).000 for a 10 second slot. led to a fall in brand IPL and its value stood at $3. followed by Chennai Super Kings with $55. • April • The IPL Season 3 controversies about transparency and match fixing in the league and suspension of IPL commissioner Lalit Modi. Marketers pay Rs 50.58 million .13 million.
which resulted taking online viewership of sports to a record 72 million in India. • IPL Season4 added about Rs 1000 crore to the TV advertising pie in 2011. in partnership with YouTube.Milestones • June • There are about 70 sponsors on board for IPL Season 4 which is a good number considering that many marketers spent a huge chunk on the World Cup which was won by India. • For the first time IPL matches streamed live on Internet by Times Internet Limited (TIL). . Pepsi and Coca-Cola were the most recalled brands on IPL 4 as revealed by a study by Ormax Media. • Vodafone.
Conflicts with the England and Wales Cricket Board • Because the inaugural IPL season coincided with the County Championship season as well as New Zealand's tour of England.Major Problems Controversy about tax exemption • A controversy was triggered when the Centre gave away potential revenue of Rs. The ECB made it abundantly clear that they would not sign No Objection Certificates for players—a prerequisite for playing in the IPL. . the ECB and county cricket clubs raised their concerns to the BCCI over players. 45 Crore by granting exemption to International Cricket Council (ICC) on the revenue generated from the recently concluded World Cup Cricket Tournament.
the IPL eased up on several of the restrictions. owned by Live Current Media Inc (who won the rights to such images) and the prohibition of live coverage from the cricket grounds.Major Problems Conflicts with Cricket Australia • The BCCI also experienced run-ins with Cricket Australia (CA) over player availability for Australia's 2008 tour of the West Indies and CA's desire for global protection of their sponsors. This was deemed unacceptable by print media around the world.com. Media agencies also had to agree to upload all images taken at IPL matches to the official website. consistent with their desire to use the same model sports leagues in North America use in regards to media coverage. Notable guidelines imposed included the restriction to use images taken during the event unless purchased from cricket. On 15 April 2008 a revised set of guidelines offering major concessions to the print media and agencies was issued by the IPL and accepted by the Indian Newspaper Society. Media restrictions • Initially the IPL enforced strict guidelines to media covering matches. . Upon the threat of boycott.
Suspension of Lalit Modi • On 25 April 2010. was named interim chairman of the IPL by the BCCI. Deccan Chargers chose the Brabourne Stadium in Mumbai. the BCCI suspended Lalit Modi. . the winner of the previous competition decides the venue for the finals. however the club rejected the offer. The members were offered free seats in the stands. However.Major Problems Conflict with Cricket Club of India • As per IPL rules. Chirayu Amin. In 2009. the IPL chairman. The members of the Cricket Club of India that owns the stadium have the sole right to the pavilion on match days. an industrialist and head of the Baroda Cricket Association. following Lalit Modi's suspension. the reigning Champions. for "alleged acts of individual misdemeanors". stating that members could not be moved out of the pavilion. whereas the IPL required the pavilion for its sponsors. a dispute regarding use of the pavilion meant that no IPL matches could be held there.
Under the terms of the agreement. 2012 spot fixing case • On 14 May 2012. each franchise has to submit a bank guarantee every year that covers the fee payable to the BCCI. The consortium that owns Kochi is reported to have defaulted on an annual payment of 156 crores as a bank guarantee. BCCI president Rajiv Shukla immediately suspended the 5 uncapped players. Reacting to the news. 2011.Major Problems Termination of the Kochi franchise • On September 19. the newly elected BCCI president N Srinivasan. after the annual general meeting in Mumbai. announced that the Kochi Tuskers Kerala IPL franchise was terminated by the BCCI for breaching its terms of agreement. . an Indian news channel India TV aired a sting operation which accused 5 players involved in spot fixing.
International players 4. Celebrity endorsement 5.Why IPL was a success ? 1. City loyalties 7. Cricket as an entertainment package 6. Shorter duration 2. BCCI’s baby . Prime time 3.
• Boost for Advertising industry by IPL alone Rs. . which was earlier limited to only 11 players.Remarkable Achievements • Emergence of Brand India. thus generating more scope for business. • Emergence of a business within cricket. • Better opportunity for Indian players to showcase themselves.300 Cr.
Player trading will be allowed from the next year. better international marketing should increase overseas viewership. 4. New IPL teams. . this would add a new dimension to the tournament. 3. Increasing the limit on the maximum number of overseas players in every team should further raise the tournament’s standard. More involvement of players from England and Australia in the next edition will add to the excitement. 2. 6. Marketing of the first edition was primarily India-centric. will add to the excitement. 5. Better coordination with other countries’ cricket boards will ensure that other international tournaments do not clash with IPL. from the next edition onwards. sale or equity participation of existing teams.Opportunities 1.
In spite of having some negative point of IPL. IPL will bring revenue of Rs 1. there are many advantages. • Ad rates for 10-second spots. more than double the government’s entire sports budget of Rs 490 crore. So looking at positive side we can say that IPL is becoming a global event. From this we can conclude that IPL is now a global event and it has taken cricket to the next level. Some criticize by saying that players are playing only for money and they don’t feel that they should play for the country. which were at Rs 2 lakh per 10 seconds at the start of the tournament are set to rise further to Rs 10 lakh for the final. .Conclusion • The whopping success of IPL has ensured that most of the teams reached the break in the first year itself. Now Indian economy is growing at a rapid pace. so much that people from all over the world are now looking towards India. • In all.200 crore a year into cricket.
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