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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Background Note

The formation of IPL teams began in late 2007 when the BCCI announced that it would accept bids for eight franchises - Bangalore, Chennai, Delhi, Hyderabad, Jaipur, Kolkata, Mohali, and Mumbai. The BCCI fixed US$ 50 million as the floor price for each team...

Economics of IPL

The revenue sources of the IPL included broadcasting rights, title sponsorships, team sponsorship, gate receipts, and in-stadium advertising. IPL's title sponsorship was sold to India's leading real estate company, DLF, for US$ 50 million for the first five years (US$ 10 million payable every year)...

The Advertising Strategy

The IPL brand was advertised by the BCCI whereas individual franchises promoted their own teams. For the 2008 IPL tournament, the BCCI had allocated Rs. 1 billion for marketing the IPL. Ad agency Ogilvy & Mather (O&M) was awarded the contract to promote the brand...

IPL Season Two

In February 2009, SET MAX designed a campaign called 'Beyond Boundary' for promoting IPL. The ad started with a voice over saying - 'God has given us one land which we divided into bits and pieces and created our own demarcations. Had it not been the case, a barber from India would have been doing massage to someone in Tokyo, a teacher from Caribbean would have been teaching Sanskrit to someone in Benaras, and Vada pav would have been national cuisine of the UK...

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