ipl 8 game of brands 2015
TRANSCRIPT
IPL
A Game Or A Sport…!! A Game Or A Sport…!!
1st ever Indian sports league
Has undergone many marketing and Brand building exercises
Along with its 8 participating teams, IPL event on the whole has built its own Brand
New Brands in the form of the teams have become household names. They were non-existent before. This has given birth to a business opportunity that all possible sectors are cashing in on
From its unique IPL tune to various advertising campaigns every season, IPL has made its separate positioning in the minds of its Prosumers
Its audience is spread all around the globe
IPL the Brand Game
What's Installed!!
Brand Valuation Across Seasons
Event Tidbits
Media Presence
Franchise Brands Study
IPL SEASON 8 SAGA
IPL: The Event Overview
The 8th season of IPL sees 8 teams participating in the game with around 196 national and international players playing for their respective teams (franchise)
The complete season of 60 matches will be played in different parts of India unlike the previous season
8th Season
8 Participating
Franchise
196 National &
Intrnl players
60 Matches
to be played
Brand IPL
Current Brand
valuation
Event’s prize
money
Teams generate
revenue per IPL match
$140 mn
Surrounded by many controversies and initial criticism, IPL still manages to retain its Brand valuation to $ 3.2 bn IPL has highest prize money amount in comparison to other Indian leagues
The celebrity studded game has lucrative prize money of $ 4.2 mn
Teams generate a revenue of $1.6 to 4.9 mn in one match whereas the event as a whole has a revenue generation of $ 140 mn
The revenue of IPL is lower when compared to other international leagues
3.2bn • Current Brand Valuation
4.2mn • Event’s Prize Money
140mn • Total Revenue
1.6-4.9 mn • Revenue Generated per IPL match
Brand Value Across Seasons
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
2009 2010 2011 2012 2013 2014
Val
ue
($ b
n)
Year
Value ($ bn)
2nd Season of IPL saw its Brand Value reach to its peak at $4.3bn
Prize Money IPL V/S Other Indian Leagues
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
I-LEAGUE
GOLF PREMIER LEAGUE
HOCKEY INDIA LEAGUE
INDIAN BADMINTON LEAGUE
WORLD SERIES HOCKEY
IPL
PRIZE MONEY ($mn)
IPL’s 4.2mn prize money is followed by its distant second with a difference of almost $3mn
Sachin announced
as MI Icon
IPL 1st half to be played in
UAE
IPL8 News Timeline
Yuvraj Singh sold to DD for
Rs.16Cr
CSK gets its new owners
“Chennai Super Kings Cricket
Ltd”
DD released & purchased the highest no. of
players
IPL’s campaign “Ye hai India ka
Tyohaar”
5 International players are
making their debut with
IPL8
Raj Kundra set for Rajasthan
Royals exit
CEAT named Strategic
Timeout Partner for IPL in
this season
ESPN awarded IPL Media
Rights for US for a period of
3 years
IPL cuts into New Zealand
Test Preparation
Social Following
Subscribes
137,897
1.85m Followers
12,609,816 Likes
522k people have IPL in their circle
720,000 Subscribers
IPL still manages in creating a BUZZ with its increasing PROSUMERS from every ANGLE of social networking
Facebook has over 12 mn fan page likes Closely followed by twitter with 1.85mn followers IPL has noticeable Google circle following Its You Tube following also is remarkable with 720000 subscribers on its official account
IPL Brand Wagon
7th power packed season along with 175 Indian & overseas players More than 300 advertisers Total value of franchise brands worth $400 mn Merchandise market worth $40 mn 8 franchises along with 110 sponsors
IPL
The total value of franchise
brands
$3.2 bn
Merchandise Market
$40 mn
300+ Advertisers
Sponsors for all Franchisee
110
Franchise Count
8
Sunrisers Hyderabad
15 players out of 23 were retained 9.4Cr was invested in the auctions The total value of franchise is $15.9 mn Team holds 6th position as best performance A total of 13 sponsors for SRH
8
110
SRH
Franchise Value
$15.9mn
Investment in auction
9.4Cr
Players
23 Sponsors
13
Best Performance
6th of 8
Mumbai Indians
Amount Invested
in Auction
$9.92mn
15 players out of 27 were retained 4.4Cr was invested in the auctions The total value of franchise is $ 111.9mn, highest amount for any franchise list along with CSK The team has won the IPL trophy in 6th season ( 2013) A total of 21 sponsors for MI
MI
Franchise Value
$111.9mn
Investment in auction
4.45Cr
Players
27 Sponsors
18
Best Performance
4th of 8
Kolkatta Knight Riders
Amount Invested
in Auction
$9.91mn
16 players out of 23 were retained 4Cr was invested in the auctions The total value of Franchise is $ 75mn
The team has won the IPL trophy in 5th & 7th Season ( 2012 & 2014) A total of 14 sponsors for KKR
KKR
Franchise Value
$75mn
Investment in auction
4Cr
Players
23 Sponsors
14
Best Performance
2nd of 8
Kings XI Punjab
19 players out of 22 were retained 3.4Cr was invested in the auctions
The total value of franchise is $76 mn, The team has qualified for semi finals twice (2008 & 2014) A total of 17 sponsors for KXIP
KXIP
Franchise Value
$76mn
Investment in auction
3.4Cr
Players
22 Sponsors
17
Best Performance
1st of 8
Rajasthan Royals
9 players out of 25 were retained 2.1Cr was invested in the auctions The total value of franchise is $67 mn The team has won the IPL trophy in 1st season. A total of 4 sponsors for RR
RR
Franchise Value
$67mn
Investment in auction
2.1Cr
Players
25 Sponsors
4
Best Performance
5th of 8
Delhi Daredevils 11 players out of 25 were retained 38.4Cr was invested in auctions, highest by any other team The total value of franchise is $84 mn, 3rd highest among others The team has qualified for the semi finals once. A total 12 sponsors for DDR
DD
Franchise Value
$84mn
Investment in auction
38.4Cr
Players
25 Sponsors
12
Best Performance
8th of 8
Chennai Super Kings
17 players out of 25 were retained 4.1CR was invested in the auctions The total value of franchise is $75.13 mn CSK is the only team who has won the IPL trophy 2 times. A total of 14 sponsors for CSK
CSK
Franchise Value
$75.13mn
Investment in auction
4.1Cr
Players
25 Sponsors
14
Best Performance
3rd of 8
Royal Challengers Bangalore
17 players out of 26 were retained 18.8Cr was invested in the auctions The total value of franchise is $111.6 mn 2 Times runner up team. A total of 19 sponsors for RCB
RCB
Franchise Value
$111.6mn
Investment in auction
18.8Cr
Players
26 Sponsors
19
Best Performance
7th of 8
Performance Rank To Brand Rank
Score Card
MI
DD
CSK
KKR
RR
RCB
SRH
KXI
Brand Rank
Performance Rank
Performance rank of the teams is based as
per the score card whereas Brand value is based on the value of
the franchises
Brand Value 2014 V/S 2015
0
30
60
90
120
CSK KKR RR RCB MI DD KXI SRH
Val
ue
($
mn
)
Franchise
Brand Value'14
Brand Value'15
Brand Value of each Franchise has increased
with every season
IPL7 Power Packed Entertainment!!
Highest totals
263/5
665 Wickets Taken
Most Sixes
Glen Maxwell 36
Total Runs
18723
Fastest 100
Highest totals
263/5
Most Sixes Maxwell
36
Fastest 100
W Saha
115/49
665 Wickets Taken
Total Runs
18723
Most Fours Maxwell
460
Fastest 50
Y Pathan
50/15
Best Average
10.75
High Strike Rate
Faulkner 192.55
Lowest totals
84/10
Auction Overview
MI
DD
CSK
KKR
RR
RCB
SRH
9
9
9
9
8
9
9
KXI
18
16
16
14
17
17
14
15
27
25
25
23
25
26
23
22
Overseas Players
Indian Players Total Players
7
Franchise
Top Buys
Besides these top 4 players, SRH purchased Trent Boult worth 3.8Cr
Overall 67 players sold in IPL8 auction of which 24 were overseas players Out of 158 players 104 players auctioned are Indian Delhi Daredevils bought a total of 14 players Total amount spent in the auction is 87.6Cr
Yuvraj Singh Delhi Daredevils
16Cr
Dinesh Karthik Royal Challengers Bangalore 10.5Cr
Angelo Mathews Delhi Daredevils 7.5Cr
Zaheer Khan Delhi Daredevils 4Cr
Introducing BuzzAngles
The Digital world has given rise to a new breed of influencers, opinion leaders, critics or in some cases just a voice wanting to be heard. It is a complex world and most times replete with jargon or terms which are not easily understood. Having said that, brands are built or (sometimes) destroyed overnight as opinions or experiences are floating freely for anyone who is willing to lend an ear.
In order words the digital world is a necessary evil and listening, tracking and most importantly measuring the impact on the brand has become very crucial and complex at the same time. Making sense out of the data on a common platform is also a huge challenge.
BuzzAngles focuses on measuring what is relevant along with detailed analytics on the brand. It keeps you informed about the dynamics of the digital medium, by Monitoring, Capturing and Analyzing the information. It delivers knowledge that can be visualized and represented via web application and mobile app keeping your focus only on decision making.
BuzzAngles
BuzzAngles intends to come out with periodic reports focusing how the Brands sponsoring IPL are mentioned in the Digital Space The Digital PR
Blogs
Social Media
The report will focus only on the Brands visibility, the way it is perceived in this Digital Space
To know about BuzzAngle Platform Click Here
Get more updates
Get to know more about IPL and other Brands in IPL
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About Therefore Solutions
Therefore Consulting and Solutions Pvt. Ltd. (TC&S) is a technology enabled marketing research and analytics solution provider
Our pioneering research and analytical methods help business measure equity, perception and position a Brand appropriately amongst its target audience
Our analytics are designed to help a business understand the efficiency of the marketing and communication plan
In a nutshell, we provide an integrated platform in order to arrive at an informed decision
Brand IPL
Indian Premier League (IPL) is one of the most awaited and talked about sports event of its kind
It has made its global presence felt, by making it the most followed league after the English Premier League, in just six years
IPL is the most watched cricket league in the world The cumulative reach of IPL has grown steadily from 101 mn in 2008 to 189 mn in 2014
IPL is where Talent Meets Opportunity It is a tournament where renowned international cricketers come together on one stage & budding Indian players are groomed under their guidance.
Brand Performance League
The 1st season of IPL saw over 100 advertisers with over 150 Brands on air with the tournament on TV
The number of advertisers has kept increasing ever since, including the various endorsements to the on ground advertising
Advertisers look at IPL as a Strategic Marketing Initiative More and more Brands are willing to be associated with the league for various marketing initiatives like: impact, continuity, reach or frequency
Every visible part of the IPL player’s attire is taken up by a Brand
From being a principle team sponsor to some other associations, Brands are only adding to the cluttered competition.
This association should be evaluated beyond the exposure it gets on ground
Brand Performance League
Along with the cricketing league, a parallel league of Brands is competing for their presence felt. There is a need felt to study the performance of ones Brand in this league
Thus the Branding exercise, involving huge budgets and heavy advertising, can be evaluated in terms of:
Sponsorships and Investments
Brand Exposure during IPL
Brand Engagement with the TGs during IPL
Brand ‘X’ and its competitors in the same event
Association with the celebrities in IPL and its impact on the Brand
You Plan Therefore You Succeed
Thank You
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