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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According to the analysts, IPL had taken the game of cricket to new heights of commercialization and monetization not witnessed anywhere in the world earlier. What helped IPL become a runaway success was the popularity of cricket, which in India, enjoyed the status of a religion rather than just a sport.

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A few of the franchises promoted their teams using innovative ways like creating team anthems and music videos. Several corporate houses and individual investors bought out the franchises in a competitive bidding that took place in early 2008...

 Excerpts >>

4] The BCCI is the apex governing body for cricket in India. It was formed in 1928 as the national governing body for cricket in India. It is headquartered in Mumbai.


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