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

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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.

Case Details:


Case Code : MKTG237 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Event Management / Brand Valuation / Advertising
Case Length : 18 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note : Not Available
Organization : Indian Premier League
Industry : Entertainment
Countries : India, South Africa


The case examines the operating model of Indian Premier League (IPL), a club based format of cricket, conceptualized in 2007 by the Board of Control for Cricket in India (BCCI). The operating model of IPL was based on eight teams representing eight major cities of India. The BCCI invited bids from franchises for owning these teams. The franchises had to pay the franchise fee to BCCI over a few years period after which franchises became the owner of the team for ever. After bidding from franchises, bidding for players was also conducted.

The BCCI sold the broadcasting rights to a consortium of SET and WSG for a period of ten years. The brand IPL was promoted by the BCCI as well as the broadcasters where as individual franchises promoted their teams separately.

The BCCI and broadcasters first promoted this new cricket format using creative ads and then promoted the concept of different city based teams. In a span of two years, the IPL enterprise had emerged as a formidable brand valued at over US$ 2 billion. Individual teams were branded based on their revenue generating capabilities. The case examines the revenue model of IPL and its advertising and promotion strategies.


Understand how to promote a sports brand effectively.

Examine the operating and revenue model of IPL.

Analyze the methodology in valuating a sports brand.

Study the T20 cricket format and the challenges it can face in the near future.


  Page No.
The IPL Brand 1
Background Note 2
Economics of IPL 6
The Advertising Strategy 6
IPL Season Two 8
Brand Valuation 11
The Road Ahead 12
Exhibits 14


Indian Premier League, Event Management, Brand Valuation, Advertising, Promotion, Revenue Model, BCCI, Brand Finance Plc, English Premier League, IPL Franchises, Icon Players, Economics of IPL, Karmayudh Campaign, Beyond Boundary' Campaign, Cricket South Africa, 'Heat is Coming' Campaign, Brand Loyalty, Merchandising

The IPL Brand - Next Page>>


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