Abstract

The case examines the operating model of Indian Premier League (IPL), a club based format of cricket, conceptualized in 2007 by the Board of Control for Cricket in India (BCCI). The operating model of IPL was based on eight teams representing eight major cities of India. The BCCI invited bids from franchises for owning these teams. The franchises had to pay the franchise fee to BCCI over a few years period after which franchises became the owner of the team for ever. After bidding from franchises, bidding for players was also conducted. The BCCI sold the broadcasting rights to a consortium of SET and WSG for a period of ten years. The brand IPL was promoted by the BCCI as well as the broadcasters where as individual franchises promoted their teams separately. The BCCI and broadcasters first promoted this new cricket format using creative ads and then promoted the concept of different city based teams. In a span of two years, the IPL enterprise had emerged as a formidable brand valued at over US$ 2 billion. Individual teams were branded based on their revenue generating capabilities. The case examines the revenue model of IPL and its advertising and promotion strategies

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how to promote a sports brand effectively
• Examine the operating and revenue model of IPL
• Analyze the methodology in valuating a sports brand
• and Study the T20 cricket format and the challenges it can face in the near future.

Keywords

Indian Premier League, Event Management, Brand Valuation, Advertising, Promotion, Revenue Model, BCCI, Brand Finance Plc, English Premier League, IPL Franchises, Icon Players, Economics of IPL, Karmayudh Campaign, Beyond Boundary' Campaign, Cricket South Africa, 'Heat is Coming' Campaign, Brand Loyalty, Merchandising