Brand BCCI that was tarnished

1. Group 4
Section 1
The Voices in
Sidhu’s head!
Brand BCCI from a world’s richest and most powerful cricketing body to a scam
ridden dubious entity. How would we go about resurrecting its past glory?

2. Issues
• Corruption allegations & spot fixing
• Too much control in ICC
• Public interest Private body
• Abuse of power- DRS
• Conflict of interest
• Perjury case conflict
• Allegations by smaller states on IPL selection

4. Timeline of events
2008
Conflict of
interest charges
against N
Srinivasan after
his company buys
CSK
Amendments
made in the BCCI
regulations
May2013
Spot fixing
allegations
against RR
players surface
Mumbai police
arrest
Meiyappan on
charges of
betting,
cheating and
conspiracy.
BCCI appoints
3 man
committee to
look into the
charges against
Meiyappan
June/July2013
Rajiv Shukla
resigns. Srini
Mama steps
aside
temporarily
Probe panel
rules there is
no evidence
against any
wrong doings
against
Meiyappan &
Kundra
Aug/Sep2013
Case moves to
Supreme Court
Sreesanth &
Chavan banned
for life
Mudgal panel
appointed
2014
Meiyappan
guilty
Sunil Gavaskar
as interim
president
The SC says the
onus is on
disproving
conflict of
interest on
Srinivasan.
2015
SC Bars
Srinivasan from
standing for
any post in the
BCCI.
Lodha
Committee
appointed
Chennai Super
Kings and
Rajasthan
Royals are
suspended for
two years.
Kundra &
Meiyappan
banned for life

5. Facts to be considered
• BCCI private body
• Contracted to ICC
• Conflict of interest
• IPL
• Players contracts
• Srinivasan & Spot fixing

6. Popular opinions
• “Imagine a minister whose son in-law was arrested for taking bribes.
Or a CEO whose son in-law was caught for insider trading. It is
inconceivable that the minister or the CEO would not have been
fired”
• “They cannot simply refuse the Lodha committee report, and hence
the slow progress of decision making is understandable, but right
now, the silence is killing BCCI”

7. Things which are being done
• Lodha Committee recommendations - Limitation of tenure for the Board's
office-bearers, prescription to limit their age to 70 years, one state-one
vote, barring of ministers and government officials from becoming
office-bearers
• Regulations for admins, players & staff
• Unbiased Ombudsman
• Programmes to educate players regarding corruption- Cant investigate
• IPL 2016 is being held with two new teams
• NCA functioning not hindered
• Transparency
• Avoiding conflict of interest

8. Recommendations - Strategy
• The offering is target market agnostic in a country like India
• Hence, all media outlets can be targeted simultaneously, bearing in
mind the cost implications
• Profile based and build up based advertising could be carried out in
TV (sports channels) for BCCI events – WT20, IPL and charitable
matches
• New, transparent selection criteria, to be publicized online and in
newspapers, in the form of advertorials
• Focus shifted to philanthropy in order to gain public sentiment

9. Recommendations
• PR campaign – advertorials, paid content on news channels
• More transparency wrt selections, country wide player ranking system
• Avenues in other sports – initiatives taken to be publicized in news and social media
• Removal of conflict of interest - remove politicians
• CSR initiatives – celebrity charity matches, forcing IPL franchises to contribute
• BCCI celebrating the spirit of sports - all sport award ceremony
• Studying the image of BCCI - people feedback (making videos of the same)
• Promote sports in general - use passion for sports as leverage (YouTube presence)
• Promoting the world T20 by highlighting the unsung heroes and stakeholders

10. Learning from NBA
IPL in the second richest brand of sport in the world after NBA
NBA features
 Each franchise has to contribute some thing to the NBA cares foundation every year.
 This will include benefits for the poor, education to the public, pension to the senior citizens if needed
 Also, there will be free coaching sessions on basket ball, Sponsorship to kids for other sports.
 The franchises also help in improving infrastructure of stadiums across the country
 The players are also involved in all the activities. The contracts given are in such a way that any one involved in
NBA has to volunteer in such activities very strictly.
Things that can be done mandated by BCCI for each of the franchises
a) Any brand ambassador, player, official has to contribute to activities which will improve public
life in India.
b) Allocate money for education of the poor
c) Let players involve themselves in coaching the kids who are playing during the season.
d) Improve sporting facilities across India
e) BCCI should have brand ambassadors
f) Funding for sports research related activates

11. THANK
YOU