TABLE OF CONTENT

SL NO. CHAPTER NAME PAGE NO.

1. Preface 1
2. Introduction 2
3. History of IPL 3-4
4. Franchise 4-6
5. Player acquisition, squad 7-8
composition and salaries
6. IPL cricket facts 9-12
7. IPL revenue and expenses, 13-16
sponsorships and business
spending
8. IPL online viewership facts 17-19
9. Conclusion and 20
recommendation
10. Supervisors certificate 21
11. Student declaration 22
12. References/bibliography 23
 ➢ Definition of “commercialization’’
The process by which a new product or a service is introduced into the general market.
Commercialization is broken into phases, from the initial introduction of the product
through its mass production and adoption. It takes into account the production of the
product, distribution, marketing, sales and customer support required to achieve
commercial success. As a strategy, commercialization requires that a business develop a
marketing plan, determine how the product will be supplied to the market and anticipate
barriers to success.

➢ What is commercialization sports ?

The commercialization of sports is that aspect of the sports enterprise that involves the
sale, display or use of sports or some aspect of sports so as to produce income, in course
to make the sport better, with more world-class facilities.
When India won first world cup of cricket in 1983 then prize money was 14.3 lacks but
in 2011 the prize money was 13.8 crore because the sponsored form all around the world
contribute for the cricket world cup. This sum of money indicates that the cricket has
progressed a lot in field of commercialization. The all credit goes to the spectators that
love cricket more than love cricket more than thoughts.

➢ Purpose :
IPL is one of the biggest cricket tournaments of the world. There is a lot happening
behind the scenes. The money, fame, fans; all make IPL larger than life.
So what makes IPL such a huge brand? What are the investments behind it?
How teams make profit? How do the brands associated with their gains?
These economics behind the IPL make me think & fascinate about it.
This is the reason why I took this project.

1
 ➢ Indian premier league (IPL) : An introduction
The Indian premier league (IPL) is a twenty20
cricket championship league in India. It was
initiated by Lalit Modi and the board of control
for cricket in India (BCCI), after an alternation
between BCCI and Indian cricket league. The
league is headquartered in Mumbai,
Maharashtra, and is currently supervised by
BCCI vice-president Ranjib Biswal, who serves
as the league’s chairman and commissioner. It
is contested by nine teams as of 2013, consisting of players from around the world.
The premier league generally considered to be the highest-profile showcase in the world
for Twnty20 (T20) cricket, the shortest form of professional cricket with just 20 overs per
innings, but the IPL is perhaps as well known for its commercial success as for the
cricket played during the sixith IPL season, in 2013, its brand value was estimated to be
around us $2.99 billion.
Live rights to the event are syndicated around the globe, and in 2016, the IPL became
the first sporting event to be broadcast live on YouTube. In 2012 the naming rights for
the series was awarded to pepsi. Two eligible bids were received, with pepsi winning
over airtel with a bid of ₹3968 million. However, the league has been the subject of several
controversies where allegation of crickrt betting, money laundering and spot fixing were
witnessed.
The income of BCCI over a period of 5-10 years is in us billion dollars. Previously, the about
television right was purchased by sony entertainment
and world sports group for 10 years in us $1.91
million. The biggest Indian property developer DLF
group paid us$50 million to the title sponsorship of
tournament for 3 years from 2008 to 2010. The
company likes hero honda deal in $22.5 million.
Pepsico deal in $12.01 billion, kingfisher deal in
$26.5 million. The IPL negotiated a contract with the
Canadian company Live current media inc. to run and
operate its portals and the minimum guarantee has
been negotiated at us $50 million over the next 10
years. The official website of the tournament is www.iplt20.com. DCI mobile studios(a
division of Dot com infoway Limited), in conjunction with sigma ventures of Singapore,
have jointly acquired the rights to be the exclusive mobile application partner and rights
holder for the Indian premier league cricket matches world wide for the next 8 years.

2
 ➢ History of IPL
The IPL is a Twenty20 cricket tournament which was inaugurated in 2008. Twnty20
cricket was first introduced at a competitive level by the England and Wales cricket
board in 2003 but the Indian premier league is largely credited with being the institution
that projected the format of the game onto the world stage.
The Indian premier league was initiated by the Boad of cricket in India (BCCI) and has
been an enormous success. The annual tournament played in the months of April and
may has gone from strength to strength and is largely viewed as being the ‘richest’
tournament in world cricket.
There are ten franchises that field teams to play in the IPL (in brackets original cost of
franchise in $/million):

• Chennai super kings, CSK (91)

• Kings XI Punjab, KXIP (76)
• Kolkata Knight Riders, KKR (75.1)
• Mumbai Indians, MI (111.9)
• Rajasthan Royals, RR (67)
• Royal Challengers Bangalore, RCB (111.6)
• Sunrisers Hyderabad, SRH (159)
• Gujarat Titans, GT (750)
• Lucknow Super Giants, LSG (924)
• Delhi Daredevils, DD (84)

The following three teams have played in the IPL but due to financial condition
have ceased to exist:

• Kochi Tuskers Kerala, KTK (333)

• Deccan Chargers, DC (107)
• Pune warriors India, PWI (370)

3
 The tournament has been won by 7 different teams :

season winners
2008 Rajasthan Royals
2009 Deccan Chargers
2010 Chennai super Kings
2011 Chennai super Kings
2012 Kolkata Knight Riders
2013 Mumbai Indians
2014 Kolkata Knight Riders
2015 Mumbai Indians
2016 Sunrisers Hyderabad
2017 Mumbai Indians
2018 Chennai super Kings
2019 Mumbai Indians
2020 Mumbai Indians
2021 Chennai super Kings
2022 Gujarat Titans
2023 Chennai super Kings

As we can see Chennai Super Kings and Mumbai Indians have each won five titles, the
most in the tournament. Kolkata Knight Riders have won two titles, while Rajasthan
Royales, Deccan Chargers, Sunrisers Hyderabad and Gujarat Titans have each won a
single title.
The reigning champions are the Chennai super Kings, who defeated the Gujarat Titans
by five wickets in the 2023 IPL final to secure their fifth title

4
 ➢ Franchises :
The IPL tournament rapidly grew in value between 2016 and 2018. Financial experts
valued the IPL at us $4.16 billion in 2016; that number grew to $5.3 billion in 2017 and
$6.13 billion in 2018. A report from duff phelps said one of the contributing factors in the
rapid growth of the IPL’s value was a new television deal with star India private limited,
which engaged more viewers because the IPL was transmitted to regional channels in
eight languages; under the previous deal, the transmissions were limited to sports
networks with English-language commentary
According to an independent report conducted by Brand Finance, a London-based
company, after the conclusion of the 2017 Indian Premier League, the IPL’s business
value grew by 37% to an all-time peak of $5.3 billion, exceeding the five billion dollar
mark for the first time in a season. According to the company’s director Savio D’Souza:
in December 2022, the IPL became a decacorn valued at $10.9 billion, registering a 75%
growth in dollar terms since 2020 when it was valued $6.2 billion, according to a report
by consulting firm D&P advisory. It’s 2023 final became the most streamed live event on
the internet, with 32 million viewers.
In 2023, the league sold it’s media rights for next 4 season for us $6.4 billion to
Viacom18 and Star Sports, meaning each IPL match was valued at us $13.4 million. As
of 2023, there have been sixteen seasons of the tournament. The current champions are
the Chennai Super Kings, who won the 2023 season after defeating the Gujrat Titans in
the final.

Brand value of IPL teams in 2023

• Mumbai Indians - us $1.3 billion (₹9962 crore)
• Kolkata Knight Riders – us $1.1 billion (₹8428 crore)
• Chennai Super Kings – us $1.1 billion (₹8811 crore)
• Royal Challengers Bengaluru – us $983.5 million (₹7853 crore)
• Delhi Capitals – us $993.1 million (₹7930 crore)
• Rajasthan Royals – us $959.5 million (₹7662 crore)
• Sunrisers Hyderabad – us $930.7 million (₹7432 crore)
• Gujarat Titans – us $815.5 million (₹6512 crore)
• Punjab Kings – us $887.5 million (₹7087 crore)
• Lucknow Super Giants – us $1.0 billion (₹8236 crore)

5
Highest paid players in season 1 (2008) :
The auction were conducted on 20 February 2008 with Mahendra Singh Dhoni winning.
Highest bid of us $1.5 million.

• Mahendra Singh Dhoni (India) – Chennai Super Kings – 15,00,000

USD
• Andrew Symonds (Australia) – Deccan Chargers – 13,50,000 USD
• Sanath Jayasuriya (Sri Lanka) – Mumbai Indians – 9,75,000 USD
• Ishant Sharma (India) – Kolkata Knight Riders – 9,50,000 USD
• Jacques Kalis (South Africa) – Royal Challengers Bangalore –
9,00,000 USD

6
 ➢ Player acquisition, Squad composition, and Salaries
A team can acquire players through the annual player auction, trading with other teams
during trading windows, and signing replacements for unavailable players. Players sign
up for the auction and set their base price and are bought by the highest-bidding
franchise. Unsold players at the auction can become replacement signings. Trades
required player consent, and any contract differences are covered be the franchise. There
are typically three trading windows: two before the auction and one before the
tournament. no trading is allowed outside these windows or during the tournament, but
replacements can be signed before or during the event.
Other notable rules, as of the 2020season, include:

• The Salary cap of the entire squad must not exceed ₹85 crore (us$11 million).
• Under – 19 players cannot be picked unless they have previously played first-class or
list A cricket.
Players contract run for one year but can be extended by one or two years if the
franchises take up the option. Since the 2014 season, players contracts have been
denominated in the Indian rupee, before which the contracts were in the us dollar.
Overseas players can be remunerated in the currency of the player’s choice, at the
exchange rate on either the contract due date or the actual payment date. Before the
2014 season, Indian domestic players were not included in the player auction pool.
They could be signed up by franchises at a discreate amount while a fixed sum of ₹10
lakh (us$13,000) to ₹30 lakh (us$38,000) would be deducted per signing from the
franchise’s salary purse. This received significant opposition from the franchises were
luring players with under-the-table deals. The IPL later decided to include domestic
players in the player auction.
The BCCI give 10% of foreign players’ salaries to their country’s national cricket board.

Prize money
The 2022 season of the IPL offered total prize money of ₹46.5 crore, the winning team
netting ₹20 crore and the second-placed team ₹13 crore.
League rules mandate that half of any prize money must be distributed amongst the
franchise’s players.

Rules and variations :

The IPL has several rules which vary from the established Laws of Cricket or those
used in other Twenty20 leagues:

• IPL games incorporate television timeouts each team is given a two and half
minute “strategic Time out” during each innings. One must be taken by the
bowling team between the seventh and ninth overs and other by the batting

7
 team between the 14th and 16th overs. A penalty may be imposed if umpires
find teams misusing this privilege.

• Since the 2018 season, the Decision Review System (DRS) has been used in
all IPL matches, allowing each team two opportunities each innings to review
an on-field umpire’s decision. From the 2023 season, this was extended to
allow the review of wides and no-balls.

• If the bowling team does not complete it’s overs in the allocated time, it may
place only four fielders outside of the fielding restrictions circle for the
remainder of the innings, or the match referee may impose financial sanctions
on the bowling team after the match, with players fined a proportion of their
match fee.

• Teams can use substitute, termed an “impact player”, from a list of five
players named as possible substitutes. The substitution can be made before the
start of the innings, when a wicket falls, when a batter retires or at the end of
an over. Both teams can introduce a substitute once per match.

• Teams can declare their playing eleven to the match referee before or after the
toss.

• A five run penalty is imposed if a fielder or wicket-keeper makes an unfair

movement while the bowler is bowling and the ball is designated as dead ball.

• Teams can include four overseas players in their playing eleven.

• Team must include 25 players, with a maximum of eight overseas players.

• From the 2024 season, bowlers will be allowed to deliver two bouncers an
over. This change in playing conditions was trialed during the 2023-24 Syed
Mushtaq Ali Trophy, India’s domestic T20 tournament.

8
 ➢ IPL cricket facts, statistics & Trends
A summary of the most notable statistical records associated with the tournament is
provided below:
Batting Records
Most Run Virat Kohli (RCB) 7805
Highest Score Chirs Gayle (RCB) 175*vs Pune Warriors (23
April 2013)
Highest Partnership Virat Kohli & AB de 229 vs Gujrat Lions (14
Villiers (RCB) may 2016)
Most Sixes Chirs Gayle 357
(KKR/RCB/PBKS)
Most Fours Shikar Dhawan 768
(DD/MI/DC/SRH/PBKS)
Most Centuries Virat Kohli (RCB) 8
Most Half Centuries David Warner 62
(SRH/PBKS)
Most Runs in a Season Virat Kohli (RCB) 973 (2016)

Bowling Records
Most Wickets Yuzvendra Chahal 201
(MI/RCB/RR)
Best Bowling Average Lasith Malinga (MI) 19.79 (minimum 1000
balls)
Best Bowling Figures Alzarri Joseph (MI) 6/12 vs Sunrisers
Hyderabad (6 april 2019)

Fielding
Most dismissals (wicket- MS Dhoni (CSK/RPS) 188
keeper)
Most Catches (wicket- MS Dhoni (CSK/RPS) 146
keeper)
Most Stumpings (wicket- MS Dhoni (CSK/RPS) 42
keeper)
Most Catches (fielder) Virat Kohli (RCB) 113

Team Records
Highest Total Sunrisers Hyderabad 287/3 (20) vs Royal
Challengers Bangalore (15
April 2024)
Lowest Total Royal Challengers 49/10 (9.4) vs Kolkata
Bangalore Knight Riders (23 April
2017)

9
 ➢ Statistical analysis & Findings

1.35

1.3

1.25

1.2

1.15

1.1

1.05

1
Chennai Super Kings Mumbai Indians Kolkata Knight Riders
price in $ billion

Chart showing top three IPL teams in 2023

1.4

1.2

0.8

0.6

0.4

0.2

0
Chennai Super Mumbai Indians Kolkata Knight Royal Challengers Deccan Chargers Lucknow Super
Kings Riders Bengaluru Giants

price in C.Y (in $/billion) price in B.Y (in $/billion)

Line chart showing IPL team values

Here we can see that the prices of each team. The highest being Mumbai Indians with us
$1.3 billion owned by Mukesh Ambani, followed by Chennai Super Kings with us $1.15
billion owned by Narayanaswami Srinivasan. Third up is Kolkata Knight Riders with us
$1.1 billion owned by Shah Rukh Khan, Juhi Chawla and Jay Mehta.

10
Indian Premier League - at a glance

Team name City Owner’s Purchase Captain Head Coach

Price (current)
($/million)
Chennai Chennai India Cements 91 Ruturaj Stephan
Super Gaikwad Fleming
Kings
Delhi Delhi GMR Group 84 Rishabh Ricky
Capitals Pant Ponting
Kings XI Mohali Preity Zinta, 76 Shikar Trevor
Punjab Ness Wadia Dhawan Bayliss
(Bombay
Dyeing), Mohit
Burman
(Dabur), Karan
Paul (Apeejay
Surendra
Group),The
Oberoi
Kolkata Kolkata Sharukh Khan 75.09 Shreyas Chandrakant
Knight (Red Chilis Iyer Pandit
Riders Entertainment),
Juhi Chawla,
Jay Mehta
(Mehta Group)
Mumbai Mumbai Mukesh 111.9 Hardik Mark
Indians Ambani Pandya Boucher
(Reliance),
Teesta Retail
Rajasthan Jaipur Lachlan 67 Sanju Kumar
Royals Murdoch Samson Sangakkara
(Emerging
Media), Shilpa
Shetty, Raj
Kundra (UK
Tradecorp Ltd)
Royal Bangalore UB Group 111.6 Faf du Andy
Challengers Plessis Flower
Bengaluru
Sunrisers Hyderabad Sun TV 159 Pat Brian Lara
Hyderabad Network Cummins
Lucknow Lucknow Sanjiv Goenka 750 KL Rahul Justin
Super (RPG Langer
Giants Enterprise)
Gujrat Ahmedabad CBC Capital 924 Shubman Ashish
Titans Partners Gill Nehra

11
 DEFUNCT TEAMS

Team Name City Owner’s Purchase Price

($/million)
Kochi Tuskers Kerala Kochi Kochi Cricket 333
Pvt. Ltd.

Deccan Chargers Hyderabad Deccan Chronicle 107

Holding Limited

Pune Warriors India Pune Sahara India 370

Parivar

12
 ➢ IPL revenue and expenses, sponsorships and
business spending

Franchise revenue streams

• Centra pool share: A significant portion of the total revenue generated by the
IPL (broadcasting rights, sponsorships etc.) is shared equally among all
franchises. This ensures financial stability even for teams with lower on field
performance.

• Match day earnings: Ticket sales (including premium seating and VIP
experiences) remain a vital revenue stream. Additionally, franchises may have
gate-sharing agreements with stadiums. Generating income from food and
beverage concessions.

• Sponsorship deals: Teams secure independent sponsorship deals, allowing them

to leverage their brand image to attract companies seeking regional or national
exposure.

• Merchandise sales: Team jerseys, caps and other memorabilia are a major
source of income. Franchise can further capitalize on fan loyalty by expanding
merchandise offerings to include lifestyle products.

Franchise expenses
• Player acquisition: Franchise participate in auctions to acquire players for their
squad. Retaining star players and acquiring promising talent can be significant
expenses.

• Operational costs: Travel, logistics, accommodation, training facilities,

equipment, and marketing activities all contribute to operational expenses.

• Player salaries & staff costs: Franchises pay hefty salaries to players, coaches,
support staff, and administrative personnel.

13
BCCI revenue
• Broadcast rights: The BCCI receives a significant portion of the revenue
generated from selling broadcasting rights.

BCCI expenses
• Tournament organization: the BCCI shoulders the responsibility of organizing
the entire tournament, including logistics, scheduling, staffing and infrastructure
development.

• Player compensation: The BCCI allocated prize money for the winner, runner-
up, and other playoff participants.

• Development initiative: The BCCI invests in grassroots cricket development

programs to nurture future talent.

Sponsor revenue
• Brand Visibility: sponsors gain significant brand exposure through on-ground
activations, logo placements on team jerseys and branding during matches.

• Target audience reach: The IPL’s massive viewership allows sponsors to directly
reach their target audience.

Sponsor expenses
• Sponsorship fees: Companies pay a premium go secure sponsorship rights at
either the IPL or franchise level.

• Activation costs: Sponsors invests in creating engaging activations and

marketing campaigns to maximize the impact of their sponsorship.

14
 Title sponsorship :
From 2008 to 2012, the IPL title sponsor was DLF, India’s largest real estate developer,
which bid ₹200 crore (us$25 million) for the rights for
five seasons. After the 2012 season, Pepsi co. bought
the title sponsorship rights for ₹397 crore (us$50
million) for the next five seasons but terminated the
deal in October 2015, two years before the expiry of
the contract, due to the two-season suspension of the
Chennai and Rajasthan franchises from the league. The
BCCI transferred the title sponsorship rights for
remaining two seasons of the contract to Chinese smartphone manufacture Vivo for ₹200
crore (us$25 million).

In June 2017, Vivo retained the rights for the next five seasons from 2018 to 2022 with a
winning bid of ₹2,199 crore (us$280 million). On 4 august
2020, Vivo canceled the title sponsorship rights due to the
military stand-off between India and China at the Line of
Actual Control in july 2020. The withdrawal was also a
result of Vivo’s market losses due to the ongoing COVID-
19 Pandemic; vivo intended to return as the title sponsor for
the following three years.

Dream11 became the title sponsor for the 2020

IPL season for an amount of ₹222 crore
(equivalent to us$33 million in 2023). Vivo
returned as the title sponsor for the 2021 IPL
season but withdrew again, and was replaced by
the Tata group for the next two seasons. Inside
sport reported the BCCI would receive ₹498
crore (us$62 million) for the 2022 and 2023
seasons from title sponsors.
Vivo had previously agreed to pay a higher amount for the
last two seasons of it’s sponsorship contract due to the
league’s expansion from the 2022 season. According to
InsideSport, due to the new deal’s structure, Tata would pay
₹335 crore (us$42 million) per year while Vivo would pay
the deficit of ₹163 crore (us$20 million) per season.
Saudi Aramco brought the rights to advertise on the purple and orange caps in 2022.

Tile sponsorship fees

15
sponsor period Estimated annual sponsorship fee
DLF 2008 – ₹40 crore
2012 (us $5.0 million)
Pepsi 2013 – ₹79.2 crore
2015 (us $9.9 million)
Vivo 2016, ₹100 crore
2017 (us $12.5 million)
2018, ₹440 crore
2019, (us $55.1 million)
2021
Dream11 2020 ₹222 crore
(us $27.8 million)
Tata 2022 – ₹335 crore
2023 (us $42.0 million)
2024 – ₹500 crore
2028 (us $62.6 million)

16
➢ IPL online viewership facts: Statistics & Trends on
digital IPL viewership:

• The 2012 IPL 5 matches were streamed online by IPL official partner, Times
Internet Limited (TIL) in a partnership with YouTube.

• IPL 5 2012 saw a 55 percent increase in online viewership. In comparison with

72 million video views in 2011, 113 million video views were generated during
2012 IPL 5 season.

• Video views from India showed a strong growth of over 87 percent from the
previous year standing at 80 million in 2012 compared to 43 million in 2011.

• The final 2012 IPL match on may 27 generated 7.5 million video views, making
it the highest single-day viewership during the entire season.

• IPL season 6 (2013) recorded 52% growth in viewership on Internet. Mid-way

through cricket tournament, after 38 matches, there has been 52% growth in
combine viewership over 2012 (75.2 million vs 49.3 million),across both
www.boxtv.com & www.youtube.com/indiatimes.

• Digital viewership of IPL 2014 rises 30 percent. Television viewership of IPL has
been the same last year so far, but the number of people watching IPL matches
on their smartphones, tablets and computer screens has shot up by almost 30%.

• According to TAM media research data for Sony Max, Sony Six and Sony Aath
for the matches played from April 7-18, the eight season (2015) of the Indian
Premier League saw 54% a total of 145 million unique viewers according to
Indian Television.

• TV impressions for IPL 2018 witnessed a growth of 41% over 2016 season, and
grew at 16% in the 2018 edition over previous season. IPL continues to enjoy a
huge share of overall sports viewership in India. While the 2016 edition of
contributed to 22% of total sports viewership, that figure has almost double to
43% in 2018.

17
 • The broadcast in 2019 had mopped up eyeballs of 43.6 crore. Disney Star
achieved a cumulative reach of 47.5 crore viewers accompanied by an
astounding 24500 crore minutes of total watch time, a growth of 18% in
consumption compared to thee previous edition.

• The IPL made a strong start to its 2020 season when a record 200 million views
tuned in for the opening match between the Chennai Super Kings and eventual
tournament winners the Mumbai Indians.

• The Board of control for cricket in India BCCI secretary Jay Shah on Thursday
expressed excitement as the Indian Premier League 2021 continues to entertain
fans across the world. Jay Shah revealed IPL 2021 has garnered 380 million TV
viewers till match 35 (RCB vs CSK on sep. 24).

• The largest share of viewership of Indian Premier League across the south Aisan
country was 41 years and older at around 33 percent in 2022. Disney star said
that it has recorded a growth of nearly 24% in television viewership ratings
(TVR) in comparison to the last edition, citing BARC data.

• Nearly 70 percent of the 128million viewers of the IPL 2023 were Gen Z and
millennials, according to a report by inmobi’s smart lock screen platform Glance
The cricketing extravaganza, telecasted on the star Sports Network, registered
505 million viewers as per the Broadcast Audience Research Council (BARC)
India.

• According to BARC data, Disney Star has amassed a cumulative reach of 44.8
crore viewers over the first 22 days, comprising 26 matches of TATA IPL 2024.
This surge in viewership translates to a staggering total watch time of 18,800
crore minutes.

Here are some real statistics about how the winner of IPL 5 benefits from the win and
how it impacts the business and money it makes:

• The IPL 5 players costs: It is estimated KKR spent about Rs 100 crore,
including Rs 50 crore for hiring players during 2013. Four plyers – Gautam
Gambhir, Jacques Kallis, Sunil Narine and Yusuf Pathan – alone cost KKR Rs
30 crore.

18
 • The IPL 5 Winner’s Prize money: When Kolkata Riders (KKR) beat two-time
defending champion Chennai Super Kings to win their first ever title in the Indian
Premier League (IPL) on Sunday night, the Knight Riders not only shed their
underachieves tag but also pocketed Rs 10 crore in prize money, ensuring that the
T20 Cricket franchise was able to make profit that season (2013).

• Sponsorship money: KKR, has 18 sponsors, the highest among all teams. After
the win, KKR may also increase in sponsorship rates for next years. A lot of
existing sponsors has contracts which have a mandatory 10 percent cost increase
clause in built within the contracts, but they might ask more of new sponsors
from next year. The costs of non-jersey partnership with KKR is Rs 60 lakh and a
jersey sponsorship is upwards of Rs 1.5 crore. This year, KKR made roughly Rs
35 crore from sponsorship. KKR’s sponsors include Nokia, Birla sun Life, Dish
TV , ITC Vivel, Royal stag, concast steel, Bisk farm Biscuits, Coca-Cola, Emta,
Manyawar, Freecultr and the Telegraph.

• Tickets sales money: KKR hosts teams at the 65,000-capacity Eden Gardens. In
2013 revenue from tickets sales was bolstered by the Rs 35 lakh entertainment tax
relaxation that KKR got from the state government. Eight matches were played at
Eden Gardens and KKR sold 40,000 tickets a game at denominations of Rs 300,
Rs 700 and Rs 1,500. Also, 10 corporate boxes costing Rs 10 lakh each were sold
per game.

The business benefits for sponsors:

• The instant brand recall that the journey logo creates works out for rose Valley
Group which paid Rs 5 crore for a place on the KKR jersey in season 5.

• KKR brand value can be considered to have more brand value since North, West
and South have more than one team to support and the East has just KKR. This
means as a brand, KKR has a larger following than any other team.

• For any team to gain in brand value, three metrics have to be in place – core
product quantity or the quantity of cricket played, marketing effectiveness, and
governances while KKR have consistently been a brand to reckon with, given
Shah Rukh Khan’s star power and marketing prowess, the team has never been
know for its performance, making the playoffs for the first time in the past four
seasons last year. Their win will change this, ensuring that the KKR franchise’s
value gets a major push. Also, the issues around governance and controversies
that surround KKR seem to have been sorted out.

19
 ➢ Conclusion & Recommendation:

The fanfare associated with the India Premier League is subdued in a recent controversy
involving bribery of players to mould their performance and help persons with vested
interest to outshine their illegal business of betting and gambling. The institution of IPL
is itself a lucrative opportunity for the players who are offered lots of moolah and heed to
garner numerous allowances associated with game of cricket. It seems to be a lost
opportunity for players now, who in spite of being so affluent are willing to transgress the
ethics and integrity of their profession and sports.
The game of cricket is a much liked sports in India and people go crazy about it typically
if the match is between India Pakistan. The zeal and patriotic instinct is so strong that
sometimes law and order situation go out of control in certain hot spot of the locality. In
such a frenetic outlooked the corruption and molded performance is a serious blow to
the faith and entertainment for the people which as a result will only diminish the
viewership of the game.
The revelation by Delhi police has raised brows among people about the leadership role
in the BCCI which lacks ways and means to impede corruption among certain players
and lobby of influential who bets millions in the sports. It’s time to change now, the
respect and money should divulge to others neglected sports like hockey. The players
should learn to value sports and should not take it for granted to be their own autonomy.
The law may be made stringent to check such transgressions and punish the guilty with
heavy find and life ban to set an example. The process of complex nexus is still under
scanner and is set to regurgitate more big names to bring shame to the instinct of sports.
The time is rights to make the sports of cricket to regain its lost glory but that requires
self-introspection of players and stake holders in combination with certain measures
which can be as follows:

• The players need to divulge their income and assets detail.

• The political class and corporate lobbyist stakes in sports should be minimized.
• The players stay during league matches should be minimized.
• The players stay during league matches should be under scanner to demotivate
bide take and giving incidents.
• The independent regulatory should set in.
• The BCCI should be composed of apolitical and independent persons.
• The IPL should be modelled on an egalitarian approach and inequity in each
player pay and allowances to be minimized.
However, in any case, IPL was and will be the most extravagant cricket league, with that
money and grand affair IPL is sure maintain its strata and dazzle its audience year after
year.

20
 Supervisor’s certificate
This is to certify that, Mr. Dipankar Dhara a student of Bcom. Honours in accounting &
finance of Vidyasagar Mahavidyalaya under university of Calcutta has worked under
supervision and guidance for his project work and prepared the project report with a title.
COMMERCIALISATION OF SPORTS – INDIAN PREMIER LEAGUE (an over
view)
Which he is submitting, is his genuine and original work to the best of any knowledge.

Signature
Name: Sukanya Dutta
Place: Kolkata Designation: lecturer
Date: Vidyasagar Mahavidyalaya

21
 Student Declaration
I here by declared that the project work with the title COMMERCIALISAION
SPORTS – INDIAN PREMIER LEAGUE (overview) submitted by me for the
fulfilment of the degree of B com. Honours in accounting & Finance under the
University of Calcutta is my original work and has not been submitted earlier to any
other University/Institution for the fulfilment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by me or others. However,
Extracts of any literature which has been used for this report has been duly
acknowledged providing details of such literature in the references.

Signature
Name: Dipankar Dhara
Address: Kumirmora,
Chanditala, Hooghly
Reg. no: 623-1111-0231-21

22
References/Bibliography:
The data for this project was taken from the following domains.

• www.wikipedia.com
• www.google.co.in
• www.timesofindia.com
• www.cricinfo.com
• www.cricTracker.com
• m.economictimes.com
• www.statista.com
• www.sportsmedia.com
• www.buisnesstoday.in
• www.slideshare.net

23