Krishna Prakash Singh
The Indian Premier League (IPL) is a professional league for Twenty20 cricket championship in India. It was initiated by the ‘Board of Control for Cricket in India’ (BCCI), headquartered in Mumbai, Maharashtra and is supervised by BCCI. Admits all the controversies & scandals, IPL stands as the most glamorous and the most well-known cricket league in the world.
The success of such leagues in the game of football was a well-known fact, and there was a need for a similar platform to be introduced in cricket. This need was accompanied by the fact such as BCCI being the worlds richest cricket board, India’s fanaticism for the game of cricket, the Indian big shot businessmen who had never invested in sports before, and the Bollywood.
Need for ‘Brand’
The concept of 20-20 cricket was laid down to make the game of cricket more entertaining. But the fact that cricket earlier played in one day and 5 days format couldn’t have been played as a league helped the 20-20 cricket bloom as a league. This was very similar for shorter games like football played for 90 minutes, 90 minutes of adrenaline.
The failure of ICL, which was launched a year before the IPL was marked by the following facts: 1. Lack of good players who can create brands. 2. Lack of advertising glamour. 3. The rules & regulations imposed by the BCCI
In all we can say that the ICL couldn’t establish itself as a brand, for various reasons.
How do Sports Events create Brand?
If is often said that the ‘A Product lies on shelves of stores whereas Brands are created in the minds of the customers‘. Sports Marketing is no different, its success lies with its viewers turning into fans and then into addicts.
So the question is what drives people towards viewing sports? Below are few facts that help in selling sports: 1. Adrenaline 2. Entertainment 3. Favorite Players 4. Belongingness towards a
References: Conceptualizing, Measuring and Managing Customer Based Brand Equity – Kevin Lane Keller Managing what Customers Learn from Experience – S J Hoch & John Deighton http://www.consumerinstinct.com/consumer-behavior/ipl-ispe-paisa-lutao/ http://www.mbaskool.com/business-articles/marketing/2890-ipl-more-than-just-cricket-or-marketing-extravaganza.html http://www.managementparadise.com/article/4252/was-the-ipl-marketed-well http://hbr.org/product/indian-premier-league-bollywood-and-entrepreneursh/an/SPM38-PDF-ENG