INDIAN PREMIERE
LEAGUE
By
VARUN
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Introduction
• 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 (EPL).
• 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.
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About Teams
• The IPL teams were auctioned on 24th January 2008.
• Eight teams were build up according to the regions of India.
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• The IPL is predicted to bring the BCCI income of approximately US$1.6
billion, over a period of five to ten years.
– Revenues Distribution till 2017
• IPL= 40%
• Franchisee= 54%
• Prize Money= 6%
• After 2017
– Revenues Distribution
• IPL= 50%
• Franchisee= 45%
• Prize Money= 5%
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Competitors for IPL
• ICL (Indian Cricket League).
• ECC (English County) Domestic T20.
• Stanford T20 CUP (Caribbean).
• Australian Domestic T20.
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Glimpse of IPL
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Team information
• Delhi Daredevils
– Owned by GMR (Gandhi Mallikarjuna Rao) Group Mr. Sandeep Reddy.
– Total price of the team – $ 84 Million.
• Kolkata Nightrider
– Owner Red Chilies entertainment
(Mr. Shahrukh Khan, Ms. Juhi Chawla).
– Price of the Team - $ 75.1 Million.
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• Deccan Chargers
– Owner – Deccan Chronicle
(Mr.Venkat Ram Reddy).
– Price of the team - $ 107 Million.
• Chennai Super Kings
– Owner – India Cements
(Mr. N. Srinivasan)
– Price – $ 91.90 Million
• Royal Challenger Bangalore
– Owner – UB group
(Dr. Vijay Mallya)
– Price – $ 111.6 Million
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• Mumbai Indians
– Owner – Reliance Industries
(Mr. Mukesh Ambani)
– Price - $ 111.9 Million.
• Rajasthan Royals
– Owner – Emerging Media
(Mr. Manoj Badale, Mr. Raj Kundra,
Ms. Shilpa Shetty)
– Price - $ 67 million
• Kings XI Punjab
– Owner – Bombay Dyeing (Ness Wadia), (Preity Zinta) ; Dabur (Mr. Mohit
Burman) & Apeejay Surendra Group (Mr. Karan Paul)
– Price - $ 76 Million
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• Two New Teams for IPL 2011
• Pune
– Owner – Sahara Adventure Sports Group (Subrata Roy)
– Price – $ 370 m
• Kochi
– Owner – Rendezvous Sports World Limited
– Price – $ 333.3 m
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Team Composition
• Each team of IPL has a minimum of 16 players of whom 8 can be internati
onal
• Composition of final 11 players
– International- 4
– National- 4
– Ranji- 2
– Under 19- 1
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IPL so for……
Held in India. Held in SA. Held in India
Kolkata Knight riders only Rajasthan Royals Highest Still on
profit making team. profit making team More viewer response.
Less Viewer response. More viewer response. Franchise’s will get money
Franchise’s got money from Franchise’s did not get from Ticket sales.
ticket Sales. money from Ticket sales. Promoted IPL on Global
Promoted IPL on national Promoted IPL on Global level.
level. level. Costliest Player – Kieron
Costliest Player – Mahendra Costliest Player – Kevin Polard
Singh Dhoni Pietersen Winner- Still on
Winner- Rajasthan Royals Winner- Deccan Chargers
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Television Broadcasters
Wining Bidder Regional Broadcast rights Terms of Deal
SONY/World Sport Global rights, India 10 Years at 8700 Cr.
Group
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Promotion
• Advertisements across various media platforms.
• Pitch the tournament as entertainment option rather than just a sport.
• Sell the cricket as a high involvement reality show that would appeal to all
audience.
• SONY has bagged broadcasting right for 10 years.
• Advertisement
• Blue Ocean Strategy- W. Chan Kim
• Fan Clubs
• Youngistan
• Cheer Leaders
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Weakness
Strengths Money can replace sportsmanship
Based on T20 format Can create internal rivalry between
Only 2.5 hrs of playing time needed players
Inclusion of big names from Cricket has now become a business
corporate and entertainment industry
SWOT Threats
Opportunity
Great opportunity for advertisers Domestic tournaments can take hit
and sponsors The league is quite long and thus
Franchises have sound investment may burnout players
option
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Marketing Strategy
The DLF Indian premier league is a concept sell.
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.
• Advertisements on various TV and radio channels.
• Cheerleaders were one of the most important thing that is talked about,
foreign girls attracted huge crowd
• Worldwide telecast.
• Locations: the venue chosen for the cricket matches was a strategic choice
of places which are named after franchisees, which helped attract people
• Conflicts with some media partners and some other cricket boards again
demanded the attention of people
• Timing: IPL has shown its strategic application of intellect by choosing the
evening time for the matches, which made people watch game comfortably
• Opening and closing ceremony
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Remarkable Achievements
• Emergence of Brand India.
• Emergence of a business within cricket, thus generating more scope for
business.
• Better opportunity for Indian players to showcase themselves, which was
earlier limited to only 11 players.
• Boost for Advertising industry by IPL alone Rs.300 Cr.
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