Rocked by controversies and audience fatigue, can the Indian Premier League (IPL) brand regain the ground it has lost? Season 5, which starts on April 4, 2012, will be a litmus test, says MSLGROUP India's latest executive report.

1. A report by MSLGROUP India, part of the Publicis Groupe
1

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3. CONTENTS
TABLE OF CONTENTS Page
1. Executive summary 4
2. Challenges before Brand IPL 5
a.
Costs 5
b. Controversies 6
c. Falling television rating points 7
d. Too expensive for advertisers? 7
e. Too much cricket? 8
3. Opportunities 10
a.
A short memory 10
b. The advertising benefit 10
c. Sports sponsorships work 11
d. Integrated communications approach 12
4. Meanwhile, others are following suit 13
3

4. Executive summary
a commercial phenomenon. For brand analysts, the
economics were a revelation.
But, by Season 2, the controversies were mushrooming.
The ratings dropped sooner than expected. Citing data
collated by rating agency aMap, the Economic Times
said Season 2 opened to 16.3% lower ratings compared
to the inaugural one. aMap CEO Amit Verma told the
newspaper: “Even though a larger number of viewers
watched the first two matches, the curiosity did not
sustain as much as last year.”
More serious trouble was in store. The Enforcement
Directorate began investigating allegations of ill-gotten
money flowing into the tournament from tax havens
abroad, and questioned the IPL top brass about it.
In 2010, a bigger controversy followed. Lalit Modi, the
IPL commissioner whose brainchild the tournament
was, was sacked for money laundering and favouritism
while awarding contracts, among other charges.
Scams, corruption and conflicting interests soon
became synonymous with IPL. The brand took a beating.
In 2011, the IPL’s worth was pegged at $3.67 billion,
down from a peak of $4.13 billion a year ago, reported
the Economic Times, citing a study by Brand Finance, a
UK firm specialising in brand valuations.
There was one more controversy. Sahara, which has
sponsored the Indian cricket team for several years and
is the owner of IPL’s Pune team, ended its association
with the sport after differences with the BCCI. While
In 2008, the Board of Control for Cricket in India (BCCI)
Sahara relented after talks with the BCCI, IPL’s problems
launched the Indian Premier League (IPL) – a high-
had firmly overshadowed the cricket.
octane, theatrical extravaganza. The launch was partly
a response to the Indian Cricket League, a Twenty20-
format private tournament launched by the Zee Group
Analysts feel that advertisers will now ask
without the BCCI’s blessings, and partly an attempt to
reinforce India’s dominance in world cricket. themselves tough questions.
The IPL, a mega success from the word go, was an Maruti Suzuki India chief general manager (marketing)
inflection point in cricketing history. As India sat glued Shashank Srivastava told PTI: “There is too much of
to the lusty hitting, quick-fire games and glamour, the cricket and viewership is falling. With the Indian team
cricketing firmament understood that the game had not doing well, there is viewer fatigue. Moreover, the IPL
changed forever. Commercialisation and a marriage with is an expensive proposition; advertisers will realise that
entertainment would now be inseparable from the once- their return on investment is not as high as expected.”
serene game. Zenith Optimedia managing partner Navin Khemka
confirmed to PTI: “Advertiser interest is lukewarm
Based loosely on the English Premier League and the compared to earlier seasons when ad inventory would
National Basketball Association (NBA), the IPL lured get sold out six months in advance.”
advertisers, broadcasters, brands and even film stars,
who bought teams or turned franchise ambassadors. There’s no denying that Brand IPL is on choppy waters.
It will have to steer clear of fresh controversies, reflect
Brand IPL had hit the jackpot. on mistakes and rectify the damage as much as it can.
Most importantly, it needs to win back the confidence of
Many cricketers, who would have otherwise remained
stakeholders. As Season 5 unfolds from April 4, 2012,
unheard of, became stars overnight, lapping up the
the BCCI will need a stronger game plan to rejuvenate
media glare and the big bucks. Even detractors,
the brand.
who believed that the T20 format would destroy the
game, had to acknowledge that the tournament was
4

5. Challenges before
the brand
of money flowing in from questionable sources.
“The IPL juggernaut has hit a speed-breaker,” M Unni
Krishnan, India MD of Brand Finance, told the Economic
Times. “Its sustainability will depend on governance
policies...”
Costs
Runaway costs are the most visible of IPL’s problems.
Team costs – players’ salaries and auction bids – hit
40%-45% of revenues in 2010. In 2009, team costs were
30%-33% of revenues.
The cost pressure is only expected to rise, further
affecting the IPL valuation.
In the first auction in 2008, there was a cap of $5 million
per franchisee on player bids. Today, it is $9 million.
Hence, franchisees have more money to spend on the
stars. Yuvraj Singh, for instance, was ‘bought’ for $1.1
million in 2008, but cost Sahara’s Pune franchise $1.8
million in the 2011 auction.
The player costs are comparable to the highest in the
world. In the NBA – an older, more established league
– the average annual salary is $2.62 million. In the
IPL, it is just under $2.5 million. The NBA leads sports
properties across the world in wages, with the IPL
coming in second.
Photo by Royal Challengers Banglore on facebook
By April 2011, as the BCCI scrambled to oust Modi and
deal with allegations of money-laundering, favouritism
and betting, it was clear that the IPL honeymoon was
over. A year later, the pressure on the brand is just as
intense.
This will be on the minds of sponsors and advertisers.
Last year, several multinationals signed on as associates.
While German car maker Volkswagen came aboard as
a partner, Pepsi inked a five-year $12.5 million deal to
be the league’s official beverage. Coca-Cola is a major
advertiser.
While all of them signed on because of the IPL’s reach,
popularity and the consumer loyalty that such a vehicle
can deliver, any damage to Brand IPL would affect the
way their marketing messages impact their consumers.
While few of them have openly voiced their concerns,
Photo by IPL on facebook
they will certainly watch viewer response and return on
investments closely.
Keeping the wage bill in check and managing revenues
The latest Brand Finance study showed an 11%, or $460 will mean the difference between survival and falling
million, drop in the value of the IPL last year. The study by the wayside. Amrit Mathur, CEO of Delhi Daredevils,
pegged it at $3.67 billion – down from $4.13 billion in told the Economic Times: “We’ll have to redo our
2010, when its value doubled from the previous year. financial structure by looking at ways to cut other costs
and beefing up our revenue generation options to
The problems before the brand are myriad – from
accommodate rising player costs.”
question marks over ownership patterns to allegations
5

6. The silver lining is that aggregate brand value of India sponsorship as well as the IPL was a major blow
franchisees rose from $333 million in 2010 to $355 too.
million in 2011. The IPL’s value is calculated on the basis
Brand experts believe that advertisers will start
of the franchisees’. So, unless sponsors and advertisers
questioning whether the sky-high IPL rates are worth it
flee in large numbers, Brand IPL should stabilise at
and whether a ‘tainted’ brand should be associated with.
some stage.
Some advertisers said that they might begin looking
BCCI president N Srinivasan doesn’t seem unduly for alternatives if viewership drops and returns on
worried. He is on record that fluctuating valuations – investment fall short of expectations.
based at least partly on perception rather than reality
Melroy D’Souza, COO of the Sunil Gavaskar-promoted
– don’t matter. “It’s not a manufactured product and we
sports marketing firm Professional Management Group,
are not a company chasing EBITDA,” he reportedly said.
said controversies impact a brand’s global appeal.
$3.67 billion “Many advertisers associated with the IPL because of its
international appeal. Controversies such as these can
IPL’s value, according to a Brand Finance study. The have a serious impact on that [interest],” he said.
value dropped 11%, or $460 million, from $4.13 billion in
2010 “Suddenly, from being a much-hyped brand, IPL has
become a brand about which advertisers, team owners
$355 million and broadcasters need to ask tough questions,” Future
Brands managing director and CEO Santosh Desai told
Aggregate brand value of franchisees in 2011, up from
PTI. He warned that the 2012 season was critical – if it
$333 million in 2010
does not do well, IPL could be in for big trouble.
$2.5 million Desai blamed IPL’s ‘engineering’, apart from India’s poor
Average player salary. It is second only to the NBA’s – performance in recent times.
$2.62 million – among sports properties Maruti’s Srivastava said that advertisers will realise that
IPL is not worth it. “Advertisers will shift to other genres,
such as general entertainment or news,” he felt.
Controversies
Srivastava said that though controversies often help
No brand, however strong, can take corruption charges raise viewership, the Sahara standoff would not produce
lightly. Be it the storm over Modi’s sacking or the that result. “The Modi controversy did not lead to higher
termination of the Kochi franchise, Brand IPL has faced ratings,” he pointed out.
setback after setback. Sahara’s pullout from the Team
Photo by Lalit Modi IPLFanclub on facebook
6

7. Sure enough, Zenith Optimedia’s Khemka said NUMBER OF VIEWERS ( In millions)
advertiser interest is “lukewarm” this year, and PTI said
other media planners echoed this sentiment. 200
However, Khemka did not believe that the Sahara row
would affect the brand in the long term. “There are too 150
many takers for IPL...,” he said.
100
Falling TRPs
160
142
In 2011, Multi-Screen Media (MSM), IPL’s broadcaster,
122
quoted $30,000 per 10-second ad spot for the last four 50
102
matches. However, media buyers said privately that it
settled for $11,000 per spot, the same rate as that of
group matches. 0
2008 2009 2010 2011
While MSM denied the reports, claiming that it would
earn $180 million from IPL 4 (2011), what is indisputable TV RATINGS
is that viewership fell. Television rating points (TRPs) 5
issued by TAM Sports, a unit of TAM Media Research, 4.8
for the first 59 matches in IPL 4 showed that ratings hit
4.6
4
4.2
a new low of 3.84 against IPL 3’s 6.36, IPL 2’s 4.66 and
the inaugural season’s 5.39 at the same stage. 3
3.5
A senior media buying official, who requested
anonymity, told the media that “lack of advertiser 2
interest due to a dip in viewership” meant that the spots
did not command a premium in 2011, unlike previous 1
seasons where rates had shot up by 150%-200%. He
added that, with ad inventory left over, MSM was forced 0
to discount rates. 2008 2009 2010 2011
MSM denied that viewership was falling. Gupta said
Source: TAM Sports, a division of TAM Media Research
that 142 million people watched IPL in 2010 and that
the number had crossed 146.5 million by the time the
tournament entered the semi-final phase.
Too expensive for advertisers?
MSM, which broadcasts the IPL on its channel SET Max,
has hiked ad rates by 10% for the 2012 season. This
means that advertisers must pay more than $10,000 for
a 10-second spot. Last year, after India won the World
Cup, MSM hiked rates by 25%, but the viewership was
the lowest ever.
With India’s whitewash in England and in Australia – the
team lost eight consecutive Test matches abroad – IPL 5
might pose a challenge.
While MSM has roped in Pepsi, Vodafone, Tata Photon
and Idea as sponsors, some advertisers are worried
about low returns on investment. LG Electronics India
and Godrej, which were sponsors from the inaugural
season, have pulled out this year, reported MxMIndia, a
media website.
LG Electronics India’s chief marketing officer LK Gupta
told MxMIndia: “While IPL is the single largest property
on TV... there is only a certain level to commit marketing
Photo by TheChennaiSuperkings on facebook
funds and the return we get in terms of TRPs does not
7

8. justify the high level of spending...” In England and Australia, India lost eight consecutive
Tests. This seems to have turned off viewers. And this is
Maruti Suzuki, which spends about 23% of its marketing
what makes the 2012 season of IPL critical.
budget on sports every year, has always kept away from
IPL. “In terms of viewership, [IPL] gives you good returns The Twenty20 extravaganza is what makes the BCCI
for five to six weeks, which is ideal for launches or new coffers overflow, which in turn allows it to call the shots
products,” said Srivastava, explaining that the return on on the international stage. If viewer fatigue takes a toll
money spent is not much for a brand like Maruti. on ratings, advertising revenue will fall.
As MxMIndia pointed out, with presenting rights set at One effect of viewer fatigue was obvious last year. The
$13 million and associate sponsorship at $9 million, duration of the tournament was increased in order to
MSM is under pressure to cut ad rates. Nitin Jain, co- make more money, but it backfired when the league
founder of DoMor Communications, said MSM would matches found fewer takers.
eventually have to come down to last year’s price –
Too much cricket may be why Nimbus, which inked a
$9,000 to $9,500 per 10-second spot.
broadcast deal in 2009 with BCCI for $431 million for
all international matches in India, couldn’t pay the $6.4
million per match.
BCCI DEALS IN TROUBLE
The BCCI’s greed hasn’t helped. After the IPL, it
$431 million launched the Champions League T20, claiming that
it wanted to take the format across the world. Soon,
Broadcasting deal with Nimbus for India matches that
most viewers couldn’t tell one match from the other.
was cancelled
Hardly surprising then that Bharti Airtel pulled out as
$800,000
What Sahara was paying per match as Team India
sponsor. It backed out after differences with the BCCI,
but returned after talks
$330 million
What Rendezvous paid for the Kochi franchise. The
contract was terminated in 2011
$5.6 million
Reduced sponsorship fee for 2012 IPL season to be paid
by official mobile partner, Karbonn Mobiles. This fee is
down from $7.2 million in 2011
$4.6 million
Amount Maxx Moblink, an IPL partner, wants written off
because it can’t pay up. It is currently fighting a legal
battle with the BCCI over this
Source: Media reports
Too much cricket?
Since IPL 4 in 2011, cricket has flooded the airwaves
with India playing virtually non-stop. And it’s been faring
badly.
IPL 4 was followed by a disastrous tour of England, and
the West Indies tour last year was cold-shouldered by
viewers. While India got the better of England on the
return tour, it was quickly followed by a nightmarish
series in Australia.
Photo by Royal Challengers Banglore on facebook
8

9. the official sponsor of the Champions League after League T20 for 10 years. It may be worth less than
a year, complaining that sponsorship rights, at $13 half
million, were too high.
For IPL 5 this year, many advertisers have
$370 million
demanded a minimum viewership guarantee. What Sahara paid for the Pune Warriors team. It
“There is definitely a concern about cricket ratings, admitted that it overpaid by 30%
whether it is ODIs, Test matches or T20,” Ajit
Varghese, MD at media buying agencies Maxis and $6.4 million
Motivator, was quoted as saying.
National TV rights per match, to be paid by
broadcaster
$1 billion
Source: Media reports
What ESPN Star Sports paid for Champions
9

10. Opportunities
it. Brand-Finance projected that if the eight original
franchisees grow at an average of 23%, their collective
revenues would be $6 billion by 2018, and the profits
would hit $160 million.
It is this that would help the IPL ride out every trough.
Profitable enterprises have not only the resources, but
the momentum to survive every crisis.
The advertising benefit
Walk into a stadium during an IPL match or watch it on
TV, and you’ll see ads everywhere. Every conceivable
property – from billboards to the stumps – has been
monetised. Call it overkill or innovation, advertisers
know that IPL delivers eyeballs.
No wonder then that at least 84 brands advertised
aggressively on IPL 3. The number would have only
grown since then. Also, brand experts point out, the
audience is virtually captive – when Indians watch
cricket, they rarely surf channels.
From launches to building brand awareness, the IPL
has been the vehicle of choice for advertisers over
the last four years. Everybody’s found value in it, be it
little-known phone manufacturers such as Micromax
or established telecom service providers like Vodafone.
Many brands have developed campaigns especially for
Photo by IPL on facebook IPL – such as Idea (Ungli Cricket) and Pepsi (The Game).
There must be something right with a sports property
that, despite a fall in valuation, is worth more than $3.5
billion. By its second year, the IPL was thought to be the
fifth largest sports brand, just smaller than FIFA and
bigger than Wimbledon and F1. Even after the recent
setbacks, the valuation of the US’ National Football
League (NFL) – $4.5 billion – is within reach.
A short memory
Let’s face it; the Indian cricket fan doesn’t dwell too Photo by Royal Challengers Banglore on facebook
long on bad times. A series win, or a Sachin Tendulkar
century, and the disasters of the past are forgotten. This year, media planners say, the format has defied the
slowdown in the advertising industry. “Big and must-
That’s exactly what happened last year when, rocked have properties like IPL are never impacted by short-
by scandal, the IPL was passing through its worst term slowdowns as these are long-term commitments
phase. Even then, real estate giant DLF, which had from advertisers and are integral to brand strategies,”
bought the title rights for five years for $40 million, was said Man Jit Singh, CEO chief executive officer, MSM,
unfazed. While the controversies may have hurt, said a that has IPL broadcast rights for a decade.
spokesperson, the World Cup victory ensured that the
sheen didn’t wear off. Rajesh Jain, head of media and That apart, the tournament has delivered women
entertainment at KPMG, also felt that the negativity viewers in large numbers to stadia as well as on
would wear off for the same reasons. television.
“IPL scores on two counts – the three-hour format and
The setbacks are balanced by the inherent value – as
prime time slot on television of 8 pm-11 pm – both of
distinct from the valuation – of the IPL. The BCCI is
which are huge draws,” Punitha Arumugam, CEO of
expected to make a profit of $260 million by 2018 from
Madison Media Group, was quoted as saying.
10

11. Sports sponsorships work book Thinking, Fast and Slow, how the brain uses non-
conscious shortcuts in everyday decisions. One such
A study by marketing professor Kirk Wakefield and shortcut, termed ‘substitution’, explains the positive
marketing consultant Anne Rivers assessed the effects of brand sponsorship. When we’re faced with
effectiveness of being an official league sponsor, in questions whose answers are not easy, our non-
terms of brand enhancement among fans of a sport. conscious brain substitutes easier-to-answer questions
Their study was based on the National Football League in their place.
(NFL), which has the broadest fan base in the US. The
industries they considered— banking, credit cards, beer, Our response to official sponsorships likely involves
restaurants, etc—were among the biggest sponsors substitution. When deciding what products to buy—this
between 2008 and 2010. involves complicated questions of taste, practicality and
value—we often consciously substitute other questions.
Their conclusion: Sports sponsorship is worth it.
For example, ‘What do my friends prefer?’ Or, ‘What will
The study, which polled 16,000 consumers make me look cooler?’
representative of a national audience, showed that fans
A powerful advertising-related substitution involves
who are emotionally invested in a sport will pay more
‘virtue by association’. When faced with a stranger, for
attention to, have greater recall about, and have a more
example, we often decide whether to trust him/her
positive association with an official sponsor than non-
based on who he/she hangs out with or works alongside.
fans will.
We often evaluate brands in a similar manner. Hence, a
There is no sport Indians are more passionate about sport or programme the brand associates with becomes
than cricket. It follows that brands that associate with it its evaluation criterion. Since Indians are so passionate
will reap the benefits listed above. Brands that stick with about cricket, it follows that an association with it will
IPL would also have the advantage of a long-standing evoke a similar attachment.
positive association once the negativity surrounding it The deeper the association with a beloved sport, the
wears off. stronger the emotion a fan feels for the brand.
Nobel laureate Daniel Kahneman discussed in his
Photo by zoonabar on flickr
11

12. Integrated communications approach • Variations of the Royal Challengers model can be
applied to campaigns for a variety of goods and
There is an opportunity to go a step further. While services associated with IPL, from fast moving
advertising and sports sponsorships work, all too consumer goods to global events.
often they are one-way conversations. If you wish to
foster strong brand loyalty and maximise return on • Become part of the community of your consumers,
investment, consumer engagement is the key. A holistic join the conversation to learn more about their
communications approach – which includes advertising, needs.
sponsorships, public relations and social media working • Use the tools that consumers are using, be it
in sync – will always work better. Facebook, Twitter, YouTube, blogs, podcasting, QR
Because of the growing importance of trusted code technology or something else.
endorsers, as well as changing media habits – large • A study of social media usage by market research
sections of consumers now spend great amounts firm Chadwick Martin Bailey and iModerate Research
of time online – social media, such as Facebook Technologies found that consumers who are
and Twitter, can play the leading role in engaging Facebook fans and Twitter followers of a brand are
consumers. more likely to not only recommend, but also buy
The record of teams on this front is spotty. While teams from those brands than they were before becoming
such as Kolkata Knight Riders and Royal Challengers fans/followers. This is a great opportunity for social
Bangalore have made concerted efforts to engage media marketers.
consumers through regularly updated Twitter feeds and • Social media can be a great market research tool.
Facebook pages, many teams have fallen short. Carefully tracking what users are saying can help you
The Royal Challengers showed how brands can hone marketing messages, which in turn will prompt
successfully use social engagement. It ran a talent hunt users to pass on those messages to others.
to select three fans for an online reality show in which • It helps if one of the stars on your teams tweets. For
they had full access to the players. The objective was to instance Yuvraj Singh – formerly with the Kings XI
build a highly engaged community with regular content Punjab team and now with Pune Warriors – is popular
created by players, experts and fans. on Twitter, with more than 1.2 million followers. His
Consequently, the Royal Challengers community tweets during the IPL are followed keenly.
landed more than 500,000 fans across channels. • Focus on increasing two-way engagement, garnering
There are a few things advertisers, sponsors and teams consumer participation beyond the monetary level
can keep in mind: by creating opportunities for them to spend time with
your brand or product.
Photo by Delhi Daredevils on facebook
12

13. Meanwhile, others are
following suit
Experts suggest that it was IPL’s popularity that
catalysed league models in other sports. The idea is to
take the IPL model and customise it in a manner that
benefits the sport as well as investors.
It’s win-win for everyone involved. The WHS will give
200 national and international players an opportunity to
participate in 59 matches. A release by the organisers
said: “The champion team stands to win almost 30 times
more prize money as compared to the Euro Hockey
League, the leading domestic hockey league in Europe.”
In all, the organisers will give away $2 million as prize
money.
Premier League Soccer, modelled on the IPL, signed
on World Cup winner Fabio Cannavaro and French
international Robert Pires. The six-team league was due
to kick off in February, but was postponed to mid-April
after organisers struggled to secure stadiums.
The player auction on January 30, 2012, saw franchises
spend nearly $7 million. They calculated that global
football sponsors – from sportswear manufacturers to
beverages – would be keen to tap the emerging Indian
market.
While the league has run into logistical problems, the
marketing logic remains unchanged.
Kolkata-based Leisure Sport Management, meanwhile,
is launching the Indian Wrestling League. Wrestling is
Photo by Rohit Markande on flickr
one of the few disciplines in which India is expected to
win medals at the 2012 London Olympics; a professional
When the Indian hockey team took a victory lap after body partnering with the Wrestling Federation of India
qualifying for the London Olympics, it was a gesture to and pumping money into a grassroots sport is a step in
thank fans just for being there. After all, it’s not often the right direction.
that you see a near-capacity crowd at a hockey match.
Interest levels are so low that during the 2010 hockey
world cup, sponsors Hero Honda used a cricketer –
Virender Sehwag – to attract fans!
However, now there is an IPL-style hockey league in India
and more are planned for other sports.
These are early days, but sponsors are looking at options
beyond cricket. For some, cricket can never deliver the
value that a less popular sport can. Title sponsors of the
ongoing World Series Hockey (WSH) are shelling out a
mere $400,000 annually for a three-year deal. Compare
that to $8 million that DLF pays to be IPL’s title sponsor
every year.
Vaibhav Sara, GM (sales and marketing), Bridgestone
India, told the Economic Times: “Even if our return on
investment from WSH is [$2 million] worth of media
mileage, we are happy.” Bridgestone has a strong market Photo by priyank aagrawal on flickr
in South India and its association with the Mumbai
Indians IPL team strengthens that network. The WSH
sponsorship, it hopes, will help it break into North India,
where hockey is relatively popular.
13

14. Actor Sanjay Dutt has partnered with entrepreneur Raj A Tehelka report quotes Jitender Joshi, CEO of Sportz-
Kundra, who part owns the Rajasthan Royals IPL team, Consult, a sports consulting company: “There is a huge
to launch the Super Fight League in which fighters will opportunity in India to create niche leagues, but the fan
square off in mixed martial arts bouts. Kundra told the base for the sport must be identified and the marketing
media: “India is virgin territory as far as professional should be focused on that segment. To build affinity, the
fighting is concerned. Launching a sport here without a league will have to create stars out of the players, and
bat and a ball is like launching a Bollywood film without give the audience someone they can hero worship, a
song and dance. But what we offer is ‘sportainment’...” Sachin Tendulkar from the boxing world.”
Skeptics warn that the trend may fizzle out. India has The biggest winners are sports fans who can now truly,
been loyal to cricket for far too long and grabbing change the game.
eyeballs will be a massive challenge.
IN A DIFFERENT LEAGUE
Tournament Sport Launch Promoter Teams
Nimbus Sports,
World Series Hockey Hockey 2012 8
Indian Hockey Federation
Leisure Sports Management, supported by
Indian Wrestling League Wrestling 2013 6
Indian Wrestling Federation
Indian Boxing League Boxing 2013 Percept India, Indian Boxing Federation TBA
Premier League Soccer Celebrity Management Group, Indian Football
Soccer 2012 6
West Bengal Association
Indian Basketball League Basketball 2013 IMG, Indian Basketball Federation TBA
I-League Soccer 2008 All India Football Federation 14
i1 Super Car Series Car racing 2013 Machdar Motorsports 9
Premier League Soccer Football 2012 Celebrity Management Group 6
Source: Media reports
14