Participating in the Wave of European Games M&A | Paul Gardner
Indian Premier League
1. IPL as a brand : losing its sheen
“Far from marking the end of nationalism, the IPL is the ultimate
triumph of that principle: a global tournament in which the same
nation always wins.”
― Gideon Haigh
ELOQUENT
2. INTRODUCTION
• Inaugurated on 18th April 2008
• Brainchild of BCCI and sanctioned by ICC
• Vision of BCCI
• Modeled along the line of club football in Europe
• It introduced the Franchise model in cricket
• Mr. Rajeev Shukla is league’s present chairman and commissioner
• Vision for IPL by Lalit Modi
3. CURRENT MEASURE OF IPL BRAND
VALUE
• Brand IPL poorer by 750 million
• A study by Brand Finance reveled:
• IPL brand valuation down to $2.92 billion from $3.67 billion in 2011
• The combined trademark value of all the franchise also decreased
• Down to $ 321.12 million dollar from $355.22 million in 2011.
Source: The economic times
4. THREE PILLARS OF BRAND VALUE
Cricketing excellence
Corporate governance
Marketing strategies
5. SYMPTOMS OF FALLING BRAND
VALUE
Revenues plunged 25% to Rs. 750 crores from Rs. 1,000 crores during IPL4
One third of the ad-spots remained unsold during the 53-day event.
MSM sold the spots for Rs. 10 lakh per ten sec against the Rs. 15-18 lakh in 2011.
No brand participation by mobile, automobiles and consumer durable companies
Opening six matches saw a TVR of 3.76 during IPL5; compared to 4.63 during IPL4
Cumulative viewership has fallen to 90.1 million from 101.77 million during IPL4
6.
7. REASONS OF FALLING BRAND
VALUE
Audience reaction
1 User’s fatigue
2 Drag of IPL
tournament
Changeability
3 of team
structure
8. REASONS OF FALLING BRAND VALUE
Contd…
Mismanagement of the franchise
Various scams like
Terminal dispute with Deccan suspension of Lalit
Chargers, and has problems Modi, spot fixing case
with three of the eight etc.
remaining teams: Kings XI
Punjab, Pune Warriors India
and Rajasthan Royals.
10. Hope At the end of the tunnel…
• Pepsi buying the sponsorship of IPL for
Rs. 396.8 crores
• Branding : Farah Kahn
• Many experts feel that the brand value
of IPL is going to rise again from IPL6.
• Troubled Economy
• Let’s wait and watch if IPL can regain its
past glory.
Cricketing excellence is not deteriorating..Though shorter version of the game lead the cricketer to improvise on his shot selection but under tremendous pressure he usually come out with creative shots….Example –dil scoop upper cut
