Indian Premier League's Operating Model - Marketing Cricket to the World

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Case Details:

Case Code : MKTG236
Case Length : 18 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Indian Premier League
Industry : Entertainment
Countries : India, South Africa

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"It is not just marketing hype. There is significant substance with top players in the teams. It is a good product which is now getting marketing support. Indian cricket is certainly headed in the same direction as football in the UK and baseball in the US."¹

- Sridhar Samu, Professor, Indian School of Business, Hyderabad, in March 2008.

The IPL Brand

In early May 2009, the UK-based brand valuation consultancy, Brand Finance Plc², valued the Indian Premier League (IPL) enterprise at US$ 2 billion. Launched in April 2008, IPL had created an innovative format³ of Twenty 20 (T20) cricket which differed significantly from the way the decades-old sport had been played. The new format was well received by audiences the world over.

IPL being the first such sporting event in India, it was considered a marketing success in creating hype and translating this into revenues for the stakeholders.

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1] "Cricket In India: Moving into a League of its Own," http://knowledge.wharton.upenn.edu, March 20, 2008.
2] Brand Finance Plc is a UK-based brand valuation consultancy which specializes in valuation of intangible assets. The company provides services like brand strategy, brand disposal, brand audit, and financial modeling. As of November 2009, it had branches in over 19 nations.
3] IPL introduced the sports club format in the field of cricket. Each team in IPL comprised players from several nations and teams were based on several cities in India. IPL followed the T20 format of cricket in which each team got to play 20 overs.


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