The Indian Premier League: The creation and management of a global sports branding phenomenon

Jay I. Sinha, Ravindra Chitturi and Sunil H. Contractor
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Jay I. Sinha: MSCM Department, USA
Ravindra Chitturi: RBC 362, College of Business, USA
Sunil H. Contractor: Sykes College of Business, USA

Journal of Brand Strategy, 2022, vol. 10, issue 4, 360-376

Abstract: This case study examines the factors contributing to the Indian Premier League’s (IPL) becoming the leading professional T20 cricket league in the world. From its inception, in 2008, IPL has been a spectacular success — its popularity and profitability are now on par with such established sports leagues as the National Football League (NFL), Major League Baseball (MLB) and English Premier League. While IPL was a late entrant among professional T20 competitions, it quickly captured the imagination of cricket lovers worldwide and has managed to sustain the excitement even during pandemic times. IPL’s present brand value is in excess of US$6bn, and its unconventional and innovative branding tactics have helped it break into non-traditional market segments and expanded the reach of cricket. From attracting top international cricketers to incorporating Bollywood glamour, partnering with major Indian business houses and displaying extravagant spectacles involving DJs and cheerleaders, IPL has pushed the envelope of a sport that was known for its conservatism and stodginess. Brand IPL has become a prized cash cow for its parent, Board of Control for Cricket in India (BCCI), propelling it to the status of the richest cricket board in the world. While there have been plenty of critics and naysayers, IPL continues to be the gold standard that other national cricket boards benchmark against and emulate. The paper offers a set of managerial precepts and guidelines for use by brand executives even in disparate industries and sectors.

Keywords: sports marketing; sports branding; IPL; T20 cricket; professional sports league; brand strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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