GREAT LAKES INSTITUTE OF MANAGEMENT
TERM – V
A CASE STUDY
Is Indian Premier League (IPL) well marketed?
Tanvir ali Saiyad (FT 13483)
Cricket is being hailed as a religion in India. It is said that cricket unites Indians better than any religion can ever do. Although Hockey is the national game of India, it is cricket that enjoys supremacy in terms of fan following. From a school going kid to retired old man, the charisma of cricket has enchanted almost every Indian. Cricket is the most common entity that has the huge fan following in every segment of the society whether Metros, towns and villages. The game is even popular among the people of all age group, gender, cast and creed. Indian premier league (IPL) is official 20-20 league cricket competition in India. It was initiated by Board of control for Cricket in India (BCCI). The IPL began in 2008 and it has conducted five IPL seasons till now. The next IPL tournament is to be held in April – May 2013. Initially there were only eight teams competing in the IPL; however, two more teams were added taking the final tally to ten. And it became 8 teams now. IPL has made unforgettable and enduring impression in the history of the Indian cricket. It is the convergence of the sports and entertainment and it created a new niche market segment called sport entertainment or “cricketainment”. Today IPL occupies the top spot in the advertising strategies of all companies across the spectrum. Large corporate houses like Reliance Industries Ltd, United Breweries and India Cements have floated their own teams. Pepsi has bagged the title of sponsorship and became the central partner of the IPL by paying Rs.396.8 crore (double the 200 crore paid by DLF in the first five seasons of the IPL). IPL is the first domestic sport event which have created such a big extravaganza. It has been successful in creating buzz, thrill and excitement in Indian cricket fans. IPL has become one of...
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