The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.
NOOR MOHAMED M, MBA 2015-17, Vinod Gupta School of Management, IIT Kharagpur
April month is going to burn us as well as it is a hot season for cricket fans, advertising agencies, promoters and who are all expecting another season of Indian Premier League (IPL) Season 9. A decade old IPL season changed cricket ecology and evinced many talents pools from India to international cricket arena includes current star Kohli, Dawan, Rohit, Raina and many more.
Cricket is playing in India since 18 century. After India won the world cup on 1983, cricket has been followed by huge fans and considered as a premier game of India. It stimulated many of us to play on streets and shown our patriotism. Many of us spend a day and night to watch important matches and forgot about our own needs.
Since Cricket is introduced, it faced a lot of changes in playing method. One of the recent and most welcomed changes is T20 format. It attracted many people to watch the game similar time on a movie or football. Moreover, an aggressive marketing campaign is penetrated game to follow huge fans. People expectation arouses and people watched and followed it madly. Through that, IPL and its Franchise enjoyed huge revenue growth. It’s contributed more revenue for government also. Its contribution to India’s GDP is increased from ₹910 million into ₹11.5 billion. It means compound annual growth CAGR is 37.31% per annum. (Source: IPL official website and Wikipedia).
IPL took aggressive Marketing and promotional campaigns in all seasons. Franchises did huge advertisement to promote them on their region and seek people support of the region. Moreover, IPL boosted the promotion by selling merchandise through companies like eBay India, HomeShop 18, Twenty-four seven. It did Strategic tie-up with Google for live streaming of IPL matches through YouTube. It also tied up with PVR cinemas for live screening of IPL matches at theatres and other public places. Likewise, it took lot of measures to reach cricket to more than target audience
Apart from that, Music band performance and cheers girls dance in stadium to boost players and entertain the audience. Many multinational companies overwhelmed with audience responses and started to sponsor game and team, and to advertise in the match.
Current season (2016), Chinese smartphone maker M/S VIVO is won credit as title sponsor. BCCI, an owning body of IPL, announced Freecharge, a subsidiary of snapdeal, will be an official partner. Approximately, 70% Advertising Inventory has been sold before two months of the tournament to start. It expected to collect ₹12 billion from advertisers for this season. Exclusive broadcast right holder Sony Pictures Network increased presenting sponsors to three for first time. Sony picture got 1000 crore from ad sales last year and planned to increase 20% for the current season. (Source: http://articles.economictimes.indiatimes.com/2016-02-02/news/70282838_1_ipl-indian-premier-league-oppo)
Even though, many controversial happen, IPL still not reduced it hot on the current season. Huge Fan followers are waiting for the season to start. Franchises sit on hot seat and wish to make their team win and increase revenue advertising. Whatever, it is time for VPL at VGSOM J