IPL

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Muralidharan Ramakumar

Business Sports Actualités & Politique

IPL: BIRTH OF CRICKETAINMENT - sports marketing by Board of Control for Cricket in India

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The Indian Premier League (IPL) is a professional Twenty20 cricket league in India contested annually by franchise teams representing Indian cities. The title sponsor of IPL is Vivo Electronics, thus the league is officially known as the Vivo Indian Premier League. The IPL is the most-attended cricket league in the world and ranks sixth among all sports leagues. In 2010, the IPL became the first sporting event in the world to be broadcast live on YouTube. The brand value of IPL was estimated to be US$3.2 billion in 2014. According to BCCI, the 2015 IPL season contributed ₹11.5 billion (US$182 million) to the GDP of Indian economy. Until 2014, the top three teams in the tournament qualified for the Champions League Twenty20. However, the Champions League Twenty20 tournament was discontinued in 2015 and has been defunct since.

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The Indian Premier League - IPL launched in 2008 has achieved a very high level of popularity with more than 140 million TV audiences and a brand valuation of more than 4 billion USD. The high publicity and glamour filled, franchisee owned cricketing event has also seen unprecedented money paid as franchisee fees, players fees and through advertisement revenue along with scandals of match fixing. The business model needs appreciation for integrating a number of complex processes such as entertainment, glamour, marketing, pricing and hard-hitting cricket. The attached ppt conducts some analysis of the IPL business cases and provides rational revenue & cost structures implemented to make the event viable.

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