Ipl 2017 promotional strategies

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INSTITUTE OF PROFESSIONAL EDUCATION RESEARCH
BHOPAL
PGDM BATCH: 2016-18
DISSERTATION REPORT
ON
“AN ANALYSIS OF IPL 2017 PROMOTIONAL STARTEGIES.”
SUBMITTED BY:
AKRAM KHAN
(Enrollment no. 3172638982)
Under the Guidance of
Prof. (Dr.) Mahesh Soni

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DECLARATION
I AKRAM KHAN, hereby declare that the DISSERTATION project report titled “AN
ANALYSIS OF IPL 2017 PROMOTIONAL STARTEGIES.” is an authentic work done by
us under the guidance and supervision of my guide Prof. (Dr.) Mahesh Soni. This project report
has been submitted for the partial fulfilment of requirement of PGDM Degree from IPER
Institute, Bhopal.
Place: Bhopal AKRAM KHAN
Date:-

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CERTIFICATE
Date:
This is to certify that dissertation project report title “AN ANALYSIS OF IPL 2017
PROMOTIONAL STARTEGIES.” is a bonafide work conducted by Akram Khan, a student
of Post Graduate Diploma in Management (PGDM) under my guidance.
DR. Professor Mahesh Soni

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ACKNOWLEDGEMENT
At the start, we would like to express my sincere gratitude to Prof. Rahul Kumar Choubey sir
and Prof. Arjun Murti sir. I would like to extend my sincere gratitude to DR. Hersh Sharma
Sir and the placement cell of IPER for providing us this opportunity to work in dissertation
project. We also wish to extend our sincere thanks to DR. Mahesh Soni Sir to help me in the
Research part of the project. All the above dignitaries provided us proper and correct direction
for the completion of the project work. Their continuous guidance during the course of project
helped us in canalizing my efforts, quite appropriately.
Last but not the least we wish to express my heartfelt gratitude to Almighty GOD who made me
believe in myself.
Date:
Akram Khan
Place: Bhopal
IPER (PGDM)

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Chapter no. Chapter Title PAGE.NO
1 CONCEPTUAL OVERVIEW 7-10
2 RESEARCH METHODOLOGY 12-14
2.1 TITLE OF REPORT 12
2.2 OBJECTIVE OF STUDY 12
2.3 METHODOLOGY 12-13
2.4 SIGNIFICANCE 14
2.5 LIMITATION 14
3 THEORETICAL BACKGROUND 16-38
3.1 IPL 16-28
3.2 IPL PROMOTIONAL STRATEGIES 29-38
4 DATA ANALYSIS 40-54
5 OBSERVATION 56-57
6 CONCLUSION 59
7 SUGGESTIONS 61
BIBLIOGRAPHY 63
ANNEXTURE 65-67

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CHAPTER-1
CONCEPTUAL OVERVIEW

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CONCEPTUAL OVERVIEW
The report is regarding the “A STUDY OF DISTRIBUTION CHANNEL OF AMUL ICE
CREAM IN BHOPAL CITY.” Some of IPL 2017 promotional techniques are:
 Advertisement
 Cheerleaders
 Brand endorsement
 Join hands with other companies
 Internet
 Contest
 Social media
I was allotted the IPL 2017 promotions and was required to analyze its promotional strategies
which were helped in to create and spread awareness of IPL. The report shall cover the aspects of
different promotional strategies of IPL 2017 like through online and as well as offline.
Indian Premier League (IPL) is created by the Board of Control for Cricket in India (BCCI) and
is sanctioned by the International Cricket Council (ICC). In IPL the best players from around the
world will not play according to their nationality but as per the forces of market.
The IPL exists under the system of franchise. The franchisees can own 8 teams in the brawl. The
franchisees can also run the teams in their own style and make their own sponsors name the team
according to their choices. They will be free to list their teams on the stock exchange. The Board
of Control for Cricket in India has already signed up 100 International players and the players are
expected to be put for buying and selling the stocks soon.
The sports industry caters to a niche market segment, hence promotional strategies applied to it
are entirely different from those applied to commercial products/ services. Sports as a product to
market is the most difficult and challenging job. Since the IPL has completely changed the face
of world cricket and actually got the business to be a part of Indian cricket, a detailed research
about the effects of IPL on Indiana cricket and the audience will help uncover the risks attached

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to it, apart from highlighting its strengths. This will also help researchers with information and
knowledge about the industry.
Some of IPL’s long-term and fruitful strategies are as follows:
Merchandise
Selling merchandise, as mentioned earlier, has been one of the biggest marketing strategies
implemented by the IPL. The tournament tied up with companies like eBay India, HomeShop18,
Twenty Four Seven for selling merchandise such as team jerseys, caps, shirts, key chains,
tattoos, car flags, bottle chillers, wrist bands, etc. Brands like Reebok went a step further by
offering discounts on the merchandise.
Online advertising
Online advertising is still an emerging phenomenon in India. One of IPL’s many marketing
strategies included a strategic tie-up with Google for live streaming of IPL matches through You
Tube, a multi-million dollar deal which worked in the benefit of both the parties. The main
sponsors of this deal were HSBC, HP and Royal Challegers Team, with associate sponsors being
Airtel, Coca-Cola and Samsung (Website, TMC Net).
Screening at cinema halls
IPL also tied up PVR Cinemas, the reigning cinema multiplex group in India, for live screening
of IPL matches at theaters and other public places. The exclusive rights for this purpose were
held by UFO Movies, and the deal was estimated at USD 10 million (Website, TMC Net).
Screening at different cities under the one roof
IPL also tied up with local partners of different cities in India in which they were showing IPL
matches at one stadium in a single city. The step taken by IPL was very successful this year wher
each and every person could seen the match at stadium like they were watching live match at live
playground.

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The cricket-crazy nation always brings in opportunity for growth. Merchandising as a marketing
strategy could bring in more revenues. The growing number of teenagers in the country like T-20
concept and celebrities. With substantial investments and mass marketing campaigns, the event
has turned into a multi-million league and continues to spread its fan following.
2017 INDIAN PREMIER LEAGUE
Dates 5 April–21 May 2017
Ad revenue 1300 cr rupees
Administrators Board of control in cricket India (BCCI)
Cricket format T20
Tournament format Double round robbin and play offs
Host India
Champions Mumbai Indian
Participants 8
Matches played 60
Attendance 1,592,543 (26,542 per match)
Player of the series Ben Stokes (RPS) (316 runs and 12 wickets)
Most runs David Warner (SRH) (641)
Most wickets Bhuvneshwar Kumar (SRH) (26)
Official website www.iplt20.com

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EXECUTIVE SUMMARY
IPL, a most profitable and revenue generated sport in all over the world, which is T20 format
cricket, is becoming more and more popular among all sections of the people in recent times.
As the craziness of cricket in India rise no body is happier than the sponsors of IPL who are
already filling their life with greater revenue and profit and help their life to make better.
The IPL is the most-attended cricket league in the world and in 2014 ranked sixth by average
attendance among all sports leagues. In 2010, the IPL became the first sporting event in the
world to be broadcast live on YouTube. The brand value of IPL in 2017 was US$5.3 billion,
according to Duff & Phelps. According to BCCI, the 2015 IPL season contributed ₹11.5
billion (US$182 million) to the GDP of the Indian economy.
There have been eleven seasons of the IPL tournament. The current IPL title holders are the
Chennai Super Kings, who won the 2018 season. The most successful franchises in the
tournament are the Chennai Super Kings and Mumbai Indians with 3 tournament wins each.
The study was undertaken with the following objectives:
1) To find out effectiveness of IPL 2017 in India
2) To study the marketing strategies of Indian premier league
3) To study the promotional startegies of IPL 2017 in India as well as in World
4) To find out the factors influencing the effective promotional strategies of IPL 2017
5) To suggest suitable plan of action to improve its promotions
6) To study the effective advertisement of IPL 2017 online and offline
7) To find out best sponsors of IPL 2017
8) To analyze best campaign, advertisement and promotion of IPL 2017
The main purpose of the study is to find out the marketing and promotional strategies effectiveness
of IPL 2017 and the influence of the IPL’s advertisements and promotions for improving their

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awareness and spreading it. The study also included the extent of promotors and sponsors
satisfaction regarding the service and the profit.

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CHAPTER – 2
RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
2.1 Title of the study:
An analyses of promotional strategies of IPL 2017.
2.2 Objective of study:-
 To find out effectiveness of IPL 2017 in India
 To study the marketing strategies of Indian premier league
 To study the promotional startegies of IPL 2017 in India as well as in World
 To find out the factors influencing the effective promotional strategies of IPL 2017
 To suggest suitable plan of action to improve its promotions
 To study the effective advertisement of IPL 2017 online and offline
 To find out best sponsors of IPL 2017
 To analyze best campaign, advertisement and promotion of IPL 2017
2.3 Methodology:
Research methodology is considered as to nerve of a project. Without a proper well organized
research plan, it is impossible to complete the project and reach to any conclusion. Therefor
research methodology is the systematic way to solve the research problem. Research
methodology not only talks of the methods but also logic behind the methods used in the context
of research study and explains why a particular has been used in the preference of the other
methods.
Market survey was the tool used for market understanding of IPL effectiveness. Market survey
was conducted, for each and every person who were part of the study.
To understand IPL promotional strategies effectiveness of IPL 2017 for the 8 teams, data
were collected through different audiences of IPL fans. The study is based on the two sources

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of data viz., primary and secondary sources. The present study depends mostly on the
primary data, which is collected with the help of questionnaire.
The present study wants to unearth the information about effectiveness of the promotions and
advertisements in market for Indian Premier League 2017, the Brand reasons for promoting
IPL brand and their level of satisfaction and factors affecting the effective sponsorship of
Indian Premier League 2017.
TYPES OF RESEARCH:
There are two types of research which can be done to develop a thesis or dissertation:
Practical Research: The practical approach consists of the empirical (based on testing or
experience) study of the topic under research and chiefly consists of hands on approach. This
involves first hand research in the form of questionnaires, surveys, interviews, observations and
discussion groups.
Theoretical Research: A non-empirical approach to research, this usually involves perusal of
mostly published works like researching through archives of public libraries, court rooms and
published academic journals.
TYPES OF RESEARCH METHODOLOGY:
Qualitative
This type of research methods involve describing in detail specific situation using research tools
like interviews, surveys, and Observations. Qualitative Research is primarily exploratory
research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It
provides insights into the problem or helps to develop ideas or hypotheses for potential
quantitative research. Qualitative Research is also used to uncover trends in thought and
opinions, and dive deeper into the problem. Qualitative data collection methods vary using
unstructured or semi-structured techniques. Some common methods include focus groups (group
discussions), individual interviews, and participation/observations. The sample size is typically
small, and respondents are selected to fulfill a given quota.
Quantitative

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This type of research methods requires quantifiable data involving numerical and statistical
explanations. Quantitative Research is used to quantify the problem by way of generating
numerical data or data that can be transformed into usable statistics. It is used to quantify
attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger
sample population. Quantitative Research uses measurable data to formulate facts and uncover
patterns in research. Quantitative data collection methhelloys, face-to-face interviews, telephone
interviews, longitudinal studies, website interceptors, online polls, and systematic observations.
Correlation/Regression Analysis
This research method involves determining the strength of the relationship between two or more
variables (e.g. are violent video games correlated with aggression in children).
Meta-Analysis
This research method is useful for finding out the average impact of several different studies.
RESEARCH DESIGN
Research design is the arrangement of condition for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedures. The
research design used for this study is Descriptive Research. It focuses on the accurate description
of the variables in the problem model. Any source of information can be used in a descriptive
study, although most studies of this nature rely on secondary data source of survey research. The
sampling design followed in the survey is simple random probability sampling in which each
population element has a known and equal chance of selection.
In this study company was interested to know the demand different mobiles, about competitors
and potential for Samsung procedures to be used for the study among retailers/dealers.
DESIGN TYPES AND SUB-TYPES
There are many ways to classify research designs, but sometimes the distinction is artificial and
other times different designs are combined. Nonetheless, the list below offers a number of useful

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distinctions between possible research designs. A research design is an arrangement of
conditions or collections.
 Descriptive (e.g., case-study, naturalistic observation, survey)
 Correlational (e.g., case-control study, observational study)
 Semi-experimental (e.g., field experiment, quasi-experiment)
 Experimental (experiment with random assignment)
 Review (literature review, systematic review)
 Meta-analytic (meta-analysis)
Sometimes a distinction is made between "fixed" and "flexible" designs. In some cases, these
types coincide with quantitative and qualitative research designs respectively,though this need
not be the case. In fixed designs, the design of the study is fixed before the main stage of data
collection takes place. Fixed designs are normally theory-driven; otherwise, it is impossible to
know in advance which variables need to be controlled and measured. Often, these variables are
measured quantitatively. Flexible designs allow for more freedom during the data collection
process. One reason for using a flexible research design can be that the variable of interest is not
quantitatively measurable, such as culture. In other cases, theory might not be available before
one starts the research.
Therefore, research design adopted for the present study is exploratory in nature.
SOURCE OF INFORMATION USED:-
SURVEY METHOD
Survey method was adopted with structured questionnaire. Two separate structured
questionnaires were designed to elicit responses from marketers and different audinece. The two
questionnaires were pre tested and necessary changes were brought up accordingly.

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SAMPLING
For this study the main sample units were the people, fans and company’s brand employees and
their managers and marketers who deal directly in advertisements and promotions. The sample
size was 150 respondents.
SCOPE OF THE STUDY
The study is going to bring out the ways and means to improve the effectiveness of promotions
and advertisements in marketing of Indian Premier League, as it is one of the important
components in improving the IPL market in India. The study also probes the preferences of the
audience and their awareness of promotions.
SIGNIFICANCE:
1) To know the gap between the connection of audience to IPL promotions.
2) To understand the promotional strategies
3) To understand the views and thinking of people towards IPL promotions at online and offline
platform.
4) I get to know the awareness of people to the IPL advertisements.
2.5 LIMITATIONS OF THE STUDY
 The study was limited to the number of people who were participated in study by the
questionnaire. So the results cannot be represented to all the people around the world.
 Study was restricted only basis on some factual data available at online and offline mode.
 Study was restricted to understand the large brand promotions effectiveness of IPL not the local
brands.
 Unavailability of ad and sponsors data and their experience towards IPL.

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CHAPTER – 3
THEORETICAL BACKGROUND

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Indian Premier League (IPL)
The Indian Premier League (IPL), officially Vivo Indian Premier League for sponsorship
reasons, is a professional Twenty20 cricket league in India contested during April and May of
every year by teams representing Indian cities and some states. The league was founded by the
Board of Control for Cricket in India (BCCI) in 2008, and is regarded as the brainchild of Lalit
Modi, the founder and former commissioner of the league. IPL has an exclusive window in ICC
Future Tours Programme.
The IPL is the most-attended cricket league in the world and in 2014 ranked sixth by average
attendance among all sports leagues. In 2010, the IPL became the first sporting event in the
world to be broadcast live on YouTube. The brand value of IPL in 2017 was US$5.3 billion,
according to Duff & Phelps. According to BCCI, the 2015 IPL season contributed ₹11.5 billion
(US$182 million) to the GDP of the Indian economy.
There have been eleven seasons of the IPL tournament. The current IPL title holders are the
Chennai Super Kings, who won the 2018 season. The most successful franchises in the
tournament are the Chennai Super Kings and Mumbai Indians with 3 tournament wins each.
History:
Background
The Indian Cricket League (ICL) was founded in 2007, with funding provided by Zee
Entertainment Enterprises. The ICL was not recognised by the Board of Control for Cricket in
India (BCCI) or the International Cricket Council (ICC) and the BCCI were not pleased with its
committee members joining the ICL executive board. To prevent players from joining the ICL,

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the BCCI increased the prize money in their own domestic tournaments and also imposed
lifetime bans on players joining the ICL, which was considered a rebel league by the board.
Foundation
On 13 September 2007, the BCCI announced the launch of a franchise-based Twenty20 cricket
competition called Indian Premier League whose first season was slated to start in April 2008, in
a "high-profile ceremony" in New Delhi. BCCI vice-president Lalit Modi, said to be the
mastermind behind the idea of IPL, spelled out the details of the tournament including its format,
the prize money, franchise revenue system and squad composition rules. It was also revealed that
the IPL would be run by a seven-man governing council composed of former India players and
BCCI officials, and that the top two teams of the IPL would qualify for that year's Champions
League Twenty20. Modi also clarified that they had been working on the idea for two years and
that IPL was not started as a "knee-jerk reaction" to the ICL. The league's format was similar to
that of the Premier League of England and the NBA in the United States.
Expansions and terminations
On 21 March 2010, it was announced that two new franchises – Pune Warriors India and Kochi
Tuskers Kerala – would join the league before the fourth season in 2011. Sahara Adventure
Sports Group bought the Pune franchise for $370 million while Rendezvous Sports World
bought the Kochi franchise for $333.3 million. However, one year later, on 11 November 2011,
it was announced that the Kochi Tuskers Kerala side would be terminated following the side
breaching the BCCI's terms of conditions.
Then, on 14 September 2012, following the team not being able to find new owners, the BCCI
announced that the 2009 champions, the Deccan Chargers, would be terminated. The next
month, on 25 October, an auction was held to see who would be the owner of the replacement
franchise, with Sun TV Network winning the bid for the Hyderabad franchise. The team would
be named Sunrisers Hyderabad.

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Pune Warriors India withdrew from the IPL on 21 May 2013 over financial differences with the
BCCI. The franchise was officially terminated by the BCCI, on 26 October 2013, on account of
the franchise failing to provide the necessary bank guarantee.
On 14 June 2015, it was announced that two-time champions, Chennai Super Kings, and the
inaugural season champions, Rajasthan Royals, would be suspended for two seasons following
their role in a match-fixing and betting scandal. Then, on 8 December 2015, following an
auction, it was revealed that Pune and Rajkot would replace Chennai and Rajasthan for two
seasons. The two teams were the Rising Pune Supergiant and the Gujarat Lions.
Tournament format
Currently, with eight teams, each team plays each other twice in a home-and-away round-robin
format in the league phase. At the conclusion of the league stage, the top four teams will qualify
for the playoffs. The top two teams from the league phase will play against each other in the first
Qualifying match, with the winner going straight to the IPL final and the loser getting another
chance to qualify for the IPL final by playing the second Qualifying match. Meanwhile, the third
and fourth place teams from league phase play against each other in an eliminator match and the
winner from that match will play the loser from the first Qualifying match. The winner of the
second Qualifying match will move onto the final to play the winner of the first Qualifying
match in the IPL Final match, where the winner will be crowned the Indian Premier League
champions.
Player acquisition, squad composition and salaries
A team can acquire players through any of the three ways: the annual player auction, trading
players with other teams during the trading windows, and signing replacements for unavailable
players. Players sign up for the auction and also set their base price, and are bought by the
franchise that bids the highest for them. Unsold players at the auction are eligible to be signed up
as replacement signings. In the trading windows, a player can only be traded with his consent,
with the franchise paying the difference if any between the old and new contract. If the new
contract is worth more than the older one, the difference is shared between the player and the

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franchise selling the player. There are generally three trading windows–two before the auction,
and one after the auction but before the start of the tournament. Players can not be traded outside
the trading windows or during the tournament, whereas replacements can be signed before or
during the tournament.
Some of the team composition rules (as of 2018 season) are as follows:
 The squad strength must be between 18 and 25 players, with a maximum of 8 overseas players.
 Salary cap of the entire squad must not exceed ₹80 crore.
 Under-19 players can not be picked unless they have previously played first-class or List A
cricket.
 A team can play a maximum of 4 overseas players in their playing eleven but there are some
instances in IPL when a team have been played with less than 4 overseas players.
The term of a player contract is one year, with the franchise having the option to extend the
contract by one or two years. Since the 2014 season, the player contracts are denominated in the
Indian rupee, before which the contracts were in U.S. dollars. Overseas players can be
remunerated in the currency of the player's choice at the exchange rate on either the contract due
date or the actual date of payment. Prior to the 2014 season, Indian domestic players were not
included in the player auction pool and could be signed up by the franchises at a discrete amount
while a fixed sum of ₹10 to 30 lakh would get deducted per signing from the franchise's salary
purse. This received significant opposition from franchise owners who complained that richer
franchises were "luring players with under-the-table deals" following which the IPL decided to
include domestic players in the player auction.
According to a 2015 survey by Sporting Intelligence and ESPN The Magazine, the average IPL
salary when pro-rated is US$4.33 million per year, the second highest among all sport leagues in
the world. Since the players in IPL are only contracted for the duration of the tournament (less
than two months), the weekly IPL salaries are extrapolated pro rata to obtain average annual
salary, unlike other sport leagues in which players are contracted by a single team for the entire
year.

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Prize money
The 2015 season of the IPL offered a total prize money of ₹40 crore (US$6.0 million), with the
winning team netting ₹15 crore (US$2.2 million). The first and second runners up received 10
and 7.5 crores, respectively, with the fourth placed team also winning 7.5 crores. The others
teams are not awarded any prize money. The IPL rules mandate that half of the prize money
must be distributed among the players.
Rules
IPL games utilise television timeouts and hence there is no time limit in which teams must
complete their innings. However, a penalty may be imposed if the umpires find teams misusing
this privilege. Each team is given a two-and-a-half-minute "strategic timeout" during each
innings; one must be taken by the bowling team between the ends of the 6th and 9th overs, and
one by the batting team between the ends of the 13th and 16th overs.
Teams City Captain
Chennai super king Chennai, Tamil nadu MS Dhoni
Delhi daredevils Delhi, NC R Shreyas Iyer
Kings X1 Punjab Mohali, Punjab R Ashwin
Kolkata knight riders Kolkata, West Bengal Dinesh Kartik
Mumbai Indians Mumbai, Maharashtra Rohit Sharma
Rajasthan royals Jaipur, Rajasthan Ajinkya Rahane
Royal challengers
Bangalore
Bangalore, Karnataka Virat Kohli

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Sunrisers Hyderabad Heydrabad, Telangana Kane Williamson
Former teams
Team City
Deccan Chargers Hyderabad, Telangana
Gujrat Lions Rajkot, Gujrat
Kochi tuskers Kerala Kochi, Kerala
Pune warriors Pune, Maharashtra
Rising Pune Supergiant Pune, Maharashtra
Chennai Super Kings

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The Chennai Super Kings (CSK) are a franchise cricket team based in Chennai, Tamil Nadu,
which plays in the Indian Premier League (IPL). Founded in 2008, the team plays its home
matches at the M. A. Chidambaram Stadium in Chennai. After serving a two-year suspension
from the IPL starting July 2015 for the alleged involvement of their owners in the 2013 IPL
betting case, the Super Kings returned to the league in 2018. The team is captained by Mahendra
Singh Dhoni and coached by Stephen Fleming. It won it's comeback season by winning it's 3rd
season and also becoming the team which has won the most number of IPL with MI.
The Super Kings have lifted the IPL title thrice (in 2010, 2011 and 2018), and have the best win
percentage among all teams in the IPL (61.56). They hold the records of most appearances in the
IPL playoffs (nine) and in the final (seven). In addition, they have also won the Champions
League Twenty20 in 2010 and 2014. The brand value of the Super Kings in 2015 was estimated
at $67 million, making them the third most valuable franchise in the IPL.
Franchise
In September 2007, the Board of Control for Cricket in India (BCCI) announced the
establishment of the Indian Premier League, a Twenty20 competition to be started in 2008. In
January 2008, the BCCI unveiled the owners of eight city-based franchises. The Chennai
franchise was sold to the India Cements for $91 million, making it the fourth most expensive
team in the league behind Mumbai, Bangalore and Hyderabad. India Cements acquired the rights
to the franchise for 10 years. Former ICC Chairman N. Srinivasan was the de facto owner of the
Chennai Super Kings, by means of his position as the vice-chairman and managing director of
India Cements Ltd. The franchisee was transferred to a separate entity named Chennai Super
Kings Cricket Ltd., after the Supreme Court of India struck down the controversial amendment
to the BCCI constitution's clause 6.2.4 that allowed board officials to have a commercial interest
in the IPL and the Champions League T20 on January 22, 2015.
Sponsors
Muthoot Group is the current principal shirt sponsor, having signed a three year deal in
2018. Telecom service provider Aircel was the previous shirt sponsor after they signed a three-

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year deal in 2008 which was then renewed in 2011 for ₹ 850 million, then the most expensive
sponsorship deal in IPL The team also has sponsorship deals with India Cements, Gulf
Oil, Equitas Small Finance Bank, HIL, Nippon Paint, Parle Agro Frooti and Atria Convergence
Technologies.
Year Kit Manufacturers Shirt Sponsor (Chest) Shirt Sponsor (Back)
2008
Reebok
Aircel
India Cements
2009
2010
2011
2012
2013
2014
2015 Spartan
2018 SEVEN Muthoot Group
Delhi Daredevils

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The Delhi Daredevils (often abbreviated as DD) are a franchise cricket team representing the city
of Delhi in the Indian Premier League (IPL). Founded in 2008 one of the eight founding teams of
the IPL, the Delhi franchise is owned by the GMR Group and JSW Group. Their home grounds
are the Feroz Shah Kotla Ground in Delhi and the Shaheed Veer Narayan Singh International
Cricket Stadium in Chhattisgarh. qualified for Champions League T20 twice, making the Finals
in the 2012 edition. However, in recent seasons, the team has strong attack, often ending up as
wooden spooners. They appointed the Australian cricketer Ricky Ponting as their Head Coach on
4 January 2018. The coach of this team is Ricky Ponting. The leading run-scorer of the side is
Virender Sehwag while the leading wicket-taker is Amit Mishra.
Franchise
Indian Premier League is a cricket tournament organized by the Board of control for cricket in
India (BCCI) and backed by the International Cricket Council (ICC) For the inaugural
tournament held in April–June 2008, the BCCN had finalized a list of 8 teams who will be
participating in the tournament. The teams representing 8 different cities of India, including
Delhi, were put up on auction in Mumbai on 20 February 2008 and the Delhi team was
successfully bid for by theproperty development company GMR Group, who paid US$84 million
for it. In March 2018, GMR sold a 50% stake in Delhi Daredevils to JSW Sports for ₹550 crore
(US$82 million).
Sponsors

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Year Kit manufacturer Shirt sponsor (chest) Shirt sponsor (back) Chest Branding
2008
Adidas
Hero Honda
Religare Adidas
2009 Jetking GMR Group
2010
Idea
Panasonic
2011
Muthoot Group2012
2013
2014 N/A Quikr Justdial
2015 Flying Machine
Daikin
Lux Cozi Flying Machine
2016
Shiv Naresh Manforce
Karbonn Mobiles
2017 Jio
2018 T10 Sports NatureFresh Suzuki Gixxer
Kings XI Punjab

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The Kings XI Punjab (abbreviated as KXIP) are a franchise cricket team based in Mohali,
Punjab, that plays in the Indian Premier League. Established in 2008, the franchise is jointly
owned by Bollywood actress Preity Zinta, Wadia Group scion Ness Wadia, Dabur’s Mohit
Burman and Karan Paul. The team plays its home matches at the PCA Stadium, Mohali. Since
the 2010 IPL, they have been playing some of their home games at Dharamsala and sometimes
they also play some of their home games at Indore too . The Kings XI Punjab's catchment areas
are Kashmir, Jammu, Himachal Pradesh, Punjab and Haryana, also evident from the letter
sequence "K J H P H" in the banner of the team's logo. Apart from finishing runners-up in the
2014 season when they also topped the league table, the team has made only one other playoff
appearance in ten seasons.
Franchise
In 2007, Board of Control for Cricket in India (BCCI) created the cricket tournament Indian
Premier League based on the Twenty20 format of the game. Franchises for eight cities were
made available in an auction held in Mumbai on 20 February 2008. The team representing
Punjab was bought by the Dabur group's Mohit Burman (46%), the Wadia group's Ness Wadia
(23%), Preity Zinta (23%), and Saptarshi Dey of the Dey & Dey Group (minor stake). The group
paid a total of $76 million to acquire the franchise. On 10 October 2010 the franchise agreements
for the Kings XI Punjab and the Rajasthan Royals were terminated by the league, but the
termination was repealed.
Sponsors

30
In 2015, the official title sponsor of the Kings XI were Tata Motors Prima while they had on
board as many as 25 sponsors, the highest for any team in the IPL. Their principal sponsors
are HTC, Royal Stag, ACC Limited and DCB Bank while Britannia, BIG FM 92.7, Mountain
Dew, Kingfisher Premium, Bookmyshow, Punjab Kesari, The Tribune, Blippar, Smile
Foundation, Trip Factory and AIDS Healthcare Foundation function as their partners.
Year Kit Manufacturers
Shirt Sponsor
(Front)
Shirt Sponsor
(Back)
Chest Branding
2008
Reebok
Spice Kotak Provogue
2009
Fly Emirates
7 Up Nimbooz
Gulf Oil
2010 Mountain Dew
2011 Pearls Linc Pens
2012 U.S. Polo Assn. Videocon d2h
Lux Cozi
U.S. Polo Assn.
2013
TYKA Sports
NVD Solar NVD Solar
2014
Tata Motors Prima
Arise Mobiles Trip Factory
2015 Manforce HTC
2016
Idea
Valvoline
2017 Hero Cycles Johnson
2018 T10 Sports Kent RO Systems Jio Lotus Herbals[1]

31
Year Kit Manufacturers
Shirt Sponsor
(Front)
Shirt Sponsor
(Back)
Chest Branding
Kolkata Knight Riders
The Kolkata Knight Riders (also known by the acronym KKR) are a franchise cricket team
representing the city of Kolkata in the Indian Premier League. The franchise is owned by
Bollywood actor Shahrukh Khan, actress Juhi Chawla and her spouse Jay Mehta. The team is
coached by Jacques Kallis. The home of the Knight Riders is Eden Gardens, the largest cricket
stadium in India and the second largest in the world by seating capacity.
Although the team has gained immense popularity due to its association with celebrity owners, it
was surrounded with controversy and poor on-field performance through the first three years of
the tournament. The team's performance, however, improved from the fourth season as it
qualified for the IPL playoffs as well as the now defunct Champions League Twenty20. They
eventually became the IPL champions for the first time in 2012, by defeating Chennai Super

32
Kings in the final and repeated the feat in 2014, defeating Kings XI Punjab. The Knight Riders
hold the record for the longest winning streak by any Indian team in T20s (14).
The leading run-scorer of the side is Gautam Gambhir, while the leading wicket-taker is Sunil
Narine. The official theme of the team is Korbo, Lorbo, Jeetbo Re (we will perform, fight and
win!) and the official colours are purple and gold. The brand value of the Knight Riders was
estimated at $99 million in 2017, second highest among IPL franchises.
Franchise
In 2007, the Board of Control for Cricket in India (BCCI) created the cricket tournament Indian
Premier League based on the Twenty20 form of the game. Eight teams would participate in the
inaugural tournament held in April – June of the same year. The teams representing the eight
different cities of India were put up on auction in Mumbai on 20 February. The team
representing Kolkata was eventually bought by Bollywood superstar Shah Rukh Khan's company
Red Chillies Entertainment in partnership with actress Juhi Chawla and her husband Jay Mehta
for a price of $75.09 million, equal to approximately ₹2.98 billion at that time. Sourav Ganguly,
former captain of the Indian national team and a native of West Bengal, was named the Icon
Player for the team. The name of the team is a reference to the popular 1980s American
television series Knight Rider. In June 2015, they bought a stake in the Caribbean Premier
League cricket team Trinidad and Tobago Red Steel and later in 2016, renamed it Trinbago
Knight Riders. In July 2017, they bought Cape Town Knight Riders in the newly formed T20
Global League.
Sponsors
Multinational communications corporation Nokia was the official founding sponsor of the
Kolkata Knight Riders and remained their principal sponsor until 2014.[20][21][3] In 2015, Chinese
mobile phone manufacturer Gionee took over as their principal sponsor and signed a three-year
deal worth ₹540 million (US$8.0 million).[22] In 2018, Nokia returned as the main sponsor of the
Knight Riders, signing a two-year deal.[23] Star Plus, Reebok, HDIL, Kit Kat, Sprite, SB
Nation, Doublemint, SAP AG, Red FM 93.5, Seiko, U.S. Polo Assn., Uber, Dish

33
TV, Sansui, Ola Cabs, Pepsi and Sony Music India have all formerly been either their co-
sponsors or partners.
As of 2018, they have co-sponsorship deals with Jio, Lux Cozi, SRMB Steel, Exide, Royal
Stag, JBL, The Telegraph, Fever 104 FM, Greenply and Kingfisher Premium along with several
others.
Year Kit manufacturer Shirt sponsor (Front) Shirt sponsor (Back) Chest Branding
2008
Reebok
Nokia
HDIL
Reebok
2009 Star Plus
2010 Goa XXX
2011
Matrix2012
Rose Valley Group
2013
2014
U.S. Polo Assn.
Sansui
U.S. Polo Assn.
2015
Gionee2016
Lux Cozi2017
Jio
2018 Nokia

34
Royal Challengers Bangalore
The Royal Challengers Bangalore (often abbreviated as RCB) are a franchise cricket team based
in Bangalore, Karnataka, that plays in the Indian Premier League (IPL). One of the original eight
teams in the IPL, the team has made three final appearances in the IPL, losing all (in 2009 to the
Deccan Chargers, in 2011 to the Chennai Super Kings and in 2016 to the Sunrisers Hyderabad).
The team also finished runners-up in the 2011 CLT20, losing the final against the Mumbai
Indians. The home ground of the Royal Challengers is the M. Chinnaswamy Stadium in
Bangalore. The team is currently captained by Virat Kohli and coached by Daniel Vettori. The
team holds the records of both the highest and the lowest total in the IPL (263/5 and 49).
Franchise
In September 2007, the Board of Control for Cricket in India (BCCI) announced the
establishment of the Indian Premier League, a Twenty20 competition to be started in 2008.[4]
The teams for the competition, representing 8 different cities of India, including Bangalore, were
put up on auction in Mumbai on 20 February 2008. The Bangalore franchise was purchased by

35
Vijay Mallya, who paid US$111.6 million for it. This was the second highest bid for a team, next
only to Reliance Industries' bid of US$111.9 million for the Mumbai Indians.
Sponsors
Mallya's home brand Royal Challenge became the primary sponsor of the team from the start of
the Indian Premier League in 2008. Since then United Spirits Limited (now a subsidiary
of Diageo) used almost all advertisement slots on the apparel for the promotion of their
brands. Kingfisher, McDowell's No.1, Whyte and Mackay, White Mischief were prominently
advertised on the jerseys in the initial seasons. In 2014, for the first time, Huawei, a non-home
brand acquired the main slot on the jersey for two seasons. In 2016 and 2017, Hero
Cycles and Gionee took over at the head jersey sponsors respectively. In 2018 Eros Now have
officially announced to sponsor the jersey of the team.
In 2015, the team had United Spirits, Huawei and Kingfisher as the principal
sponsors. Midea, Tata Motors (labeled Tata Bolt), Britannia Industries, TGS Constructions, 7
UP, Ed Hardy, Allen Career Institute, DNA Network, Mallya Hospital, Fever 104
FM, Redbus, Uber and Adidas were the associate sponsors.
In 2016, RCB had its own brand Kingfisher by United Breweries Group along with Hero
Cycles as the principle sponsors. Lloyd Air Conditioners, LYF, Tata Zest, Britannia, Himalaya
Men, Acer, Ola were the associate sponsors. Zeven, a multi sports apparel brand by Mahesh
Bhupathi and Shikhar Dhawan replaced Adidas as the kit sponsors. 7 UP, Manipal
Hospitals, Fever 104 FM and DNA Network were the official partners for 2016.
As of 2017, while Zeven continued to manufacture kits for the team, Gionee became the
principal sponsor. Lloyd Air Conditioners, Jio, Karnataka Tourism Jungle Lodges &
Resorts, Himalaya Men, Duroflex Mattresses and 7 UPwere the associate sponsors. Other
official partners included Gatorade, Wrogn, Boost, Tissot, Radio Mirchi, Acer, DNA Network,
AbhiBus.com, Nissin and Galileo-iNurture.
Year Kit Manufacturer Front Branding Back Branding Chest Branding

36
2008
Reebok
Royal Challenge
Reebok
2009
Whyte and Mackay2010 Royal Challenge McDowell's No.1
2011
McDowell's No.1
Royal Challenge
2012 McDowell's No.1
Royal Challenge2013 Royal Challenge
2014
Huawei
Kingfisher
2015 Adidas Midea
2016
Zeven
Hero Cycles
Lloyd
2017 Gionee
2018 Eros Now DuraGuard Cement[16]
Hewlett-Packard
The team prominently displayed the liquor brands owned by Vijay Mallya through UB
Group such as Royal Challenge, McDowells No.1, White Mischief, Kingfisher etc. until 2013. In
the 2014 season, no liquor brands were advertised on the apparel, however Royal Challenge
Sports Gear and Kingfisher Packaged Drinking Water are displayed on the jerseys.
Sunrisers Hyderabad

37
The SunRisers Hyderabad (often abbreviated as SRH) are a franchise cricket team based in
Hyderabad, Telangana, that plays in the Indian Premier League (IPL). The franchise is owned by
Kalanithi Maran of the Sun TV Network and was founded in 2012 after the Hyderabad-based
Deccan Chargers were terminated by the IPL. The team is currently captained by Kane
Williamson and coached by Tom Moody. The primary homeground of the team is the Rajiv
Gandhi International Cricket Stadium with a capacity of 60,000.
The brand value of the SunRisers Hyderabad was estimated to be $56 million in 2017 and
experienced the biggest gain in percentage in past year among the IPL franchises. The team
made their first IPL appearance in 2013, where they reached the playoffs, eventually finishing in
fourth place. The SunRisers won their maiden IPL title in the 2016 season, defeating Royal
Challengers Bangalore by 8 runs in the final.[7] David Warner is the team's leading run-scorer,
while Bhuvneshwar Kumar is the leading wicket-taker.
Franchise
Sunrisers Hyderabad replaced the Deccan Chargers in 2012 and debuted in 2013. The squad was
announced in Chennai on 18 December 2012. The team is owned by Sun TV Network who won
the bid with ₹850.5 million (US$13 million) per year for a five-year deal, a week after the
Chargers were terminated due to prolonged financial issues. Sun TV Network Limited, which is
headquartered in Chennai, is one of India's biggest television networks with 32 TV channels and
45 FM radio stations, making it India's largest media and entertainment company.
The team jersey was unveiled on 8 March 2013, and the team anthem composed by G. V.
Prakash Kumar was released on 12 March 2013. The logo was unveiled on 20 December 2012,

38
along with the announcement that the team's management would be led by Kris Srikkanth, Tom
Moody and V. V. S. Laxman.
Sponsors
Year Kit Manufacturers Shirt Sponsor (Front) Shirt Sponsor (Back) Chest Branding
2013 Puma makemytrip
SpiceJet
[1] LIVE(IN) Jeans
2014
TYKA Sports
WHSmith Red FM 93.5
2015 Red FM 93.5
Idea
Justdial
2016
UltraTech Cement
Red FM 93.5
2017 Red FM 93.5 Sun Direct
2018 Red FM 93.5 Manforce Rupa
Mumbai Indians
The Mumbai Indians (abbreviated as MI) are a franchise cricket team based in the city of
Mumbai, Maharashtra.

39
Founded in 2008, Mumbai Indians play in the Indian Premier League (IPL). The team is owned
by India's biggest conglomerate, Reliance Industries, through its 100% subsidiary IndiaWin
Sports. The team has played its home matches in the 33,108-capacity Wankhede Stadium in
Mumbai, since its establishment. The brand value of the Mumbai Indians was estimated to be
$106 million, making them the most valuable IPL franchise for the second year in a row and the
first franchise to cross $100 million mark among the IPL franchises.
Mumbai Indians are one of the most successful teams in the IPL. They won the 2011 Champions
League Twenty20 after beating Royal Challengers Bangalore by 31 runs in the final. The team
won the double by winning its first IPL title, in 2013, by defeating Chennai Super Kings by 23
runs in the final, and then defeated the Rajasthan Royals by 33 runs to win its second Champions
League Twenty20 title later that year. They won their second IPL title on 24 May 2015 by
defeating the Chennai Super Kings by 41 runs in the final and became the third team to win more
than one IPL title. On 21 May 2017, they won their third IPL title by defeating the Rising Pune
Supergiant by 1 run in a thrilling final, thus becoming the first team to win three IPL titles. While
playing the tournament, they won their 100th T20, becoming the first team to do so.
Mumbai Indians are currently captained by Rohit Sharma. Mahela Jayawardene was appointed
as head coach of Mumbai Indians before the 2017 season. Sharma is the leading run scorer of the
team while Lasith Malinga is the leading wicket taker of the team and the IPL as well.
Franchise
The Board of Control for Cricket in India (BCCI) announced in September 2007 the
January 2008, the BCCI unveiled the owners of eight city-based franchises. The Mumbai
franchise was sold to the Reliance Industries Ltd (RIL) for $111.9 million, making it the most
expensive team to be sold in the league.[8] RIL, owned by Mukesh Ambani acquired the rights
to the franchise for a period of 10 years. The franchise was eventually named "Mumbai Indians".
Sponsors

40
American multinational corporation – MasterCard was the official founding sponsor of the
Mumbai Indians,[27] while Adidas was their official apparel sponsor until 2014.[28] Since then,
the UAE's national carrier Etihad Airways signed a three-year contract and took over as one of
the principle sponsors of Mumbai Indians. In 2015, Performax, the in-house brand of Reliance
Trends, took over as the apparel sponsors. Associate sponsors and official partners
include Bridgestone, Dheeraj and East Coast LLC, Kingfisher, Wrigley's Orbit, Wrigley's
Boomer, Royal Stag, Air India, Msn, Jet Airways and Red FM 93.5.[29] Hero MotoCorp was also
one of the main sponsors of Mumbai Indians for 2011 and 2012 seasons. The principal sponsors
of Mumbai Indians are Videocon d2h since 2013. In 2015, companies such as USHA, Jack &
Jones, HTC, Tiny Owl, Paytm, Ola Cabs, DNA and Fever 104 FM came on board. From 2016,
DHFL and Samsung joined as the new associate sponsors. Along with
them Pepsi, yatra.com, Radio City, LYF smartphones and Guvera came in as the new official
sponsors. The global fashion brand Diesel's first ever association with cricket will produce a
limited edition collection which will be available globally across popular cricket playing nations.
Year Kit manufacturers Shirt sponsor (front) Shirt sponsor (back) Chest Branding
2008
Adidas
Idea
MasterCard
Adidas
2009 Zandu Balm
2010 Videocon
Dheeraj and East Coast LLC
2011 Hero Honda
2012 Hero
DHFL
2013 Videocon d2h Bajaj Allianz

41
2014
2015
Performax[30]
Jet Airways
2016
2017 Etihad Airways
2018 Samsung[31]
Goibibo
Rajasthan Royals
The Rajasthan Royals (often abbreviated as RR) are a cricket team in the Indian Premier League
from the city of Jaipur. Founded in 2008 as one of the initial eight IPL franchises, the Royals are
owned by Manoj Badale. The team played its home matches at the Sawai Mansingh Stadium in
Jaipur and also had secondary home grounds at the Sardar Patel Stadium at Ahmedabad and the
Brabourne Stadium at Mumbai. The Royals are sometimes considered the Moneyball team of the
IPL. The Royals are known to unearth obscure, high potential talent. The team won the inaugural
edition of the IPL under the captaincy of Shane Warne, despite being written off as a title
contender by the media and fans. The Royals were also the runners-up of the 2013 Champions
League Twenty20 under Rahul Dravid's captaincy.

42
On 14 July 2015 the verdict reached by a panel appointed by India's Supreme Court suspended
Rajasthan Royals and Chennai Super Kings for two years over a corruption and match fixing
scandal, meaning they could not participate in both the 2016 and 2017 IPL tournaments. They
returned to the competition for the 2018 season. The team's record run-scorer and current captain
is Ajinkya Rahane, with 2705 runs, while the leading wicket-taker is Shane Watson, with 67.
Franchise
The Board of Control for Cricket in India (BCCI) announced in September 2007 the
January 2008, the BCCI unveiled the owners of eight city-based franchises. The team is one of
the eight founding members of the IPL in 2008. The Jaipur franchise was sold to the Emerging
Media for $67 million, making it the least expensive team in the league. The franchise is
currently owned and chaired by Manoj Badale. Other investors include Lachlan Murdoch, Aditya
S Chellaram, and Suresh Chellaram. The Group acquired the franchise for $67million.
Incidentally, this was the least expensive franchise in the Indian Premier League and probably
the least fancied team in the league at the beginning of the tournament. It made a pre-tax profit of
$7.5 million in 2009.
Sponsors
Year
Kit
Manufacturers
Shirt Sponsor (Front) Shirt Sponsor (Back) Chest Branding
2008
Reebok
Bajaj Allianz Royal Challenge Reebok
2009
UltraTech Cement
HDFC Life
7up
2010
Puma
MOOV
2011 Floriana SuperTech

43
2012
UltraTech Cement
2013
Rupa2014
2015 Provogue Lawman Pg3
2018 TYKA Sports
JK Lakshmi Pro+
Cement
Mitsubishi Heavy
Industries
KEI Wires and
Cables
Awards
Orange Cap
The Orange Cap is awarded to the top run-scorer in the IPL during a season. It is an ongoing
competition with the leader wearing the cap throughout the tournament until the final game, with
the eventual winner keeping the cap for the season.[56]
Purple Cap
The Purple Cap is awarded to the top wicket-taker in the IPL. It is an ongoing competition with
the leader wearing the cap throughout the tournament until the final game, with the eventual
winner keeping the cap for the season.
Financials
Title sponsorship
From 2008 to 2012, the title sponsor was DLF, India's largest real estate developer, who had
secured the rights with a bid of ₹200 crore for five seasons. After the conclusion of the 2012

44
season, PepsiCo bought the title sponsorship rights for ₹396.8 crore for the subsequent five
seasons. However, the company terminated the deal in October 2015 two years before the expiry
of the contract, reportedly due to the two-season suspension of Chennai and Rajasthan franchises
from the league. The BCCI then transferred the title sponsorship rights for the remaining two
seasons of the contract to Chinese smartphone manufacturer Vivo for ₹190 crore. In June 2017,
Vivo retained the rights for the next five seasons (2018–2022) with a winning bid of ₹2199
crore, in a deal more expensive than Barclays' Premier League title sponsorship contract between
2013 and 2016.
Title sponsor Industry Period Sponsorship fee (per year)
DLF Real Estate 2008–2012 ₹40 crores
Pepsi
Beverages
Food Processing
2013–2015 ₹79.2 crores
Vivo Consumer electronics
2016–2017 ₹95 crores
2018–2022 ₹439.8 crores
Brand value
The IPL has seen a spike in its brand valuation to US$5.3 billion after the 10th edition, according
to global valuation and corporate finance advisor Duff & Phelps. The brand value of IPL was
estimated to be US$5.3 billion in 2017 by American Appraisal, a Division of Duff & Phelps.
Duff & Phelps added that the value of brand IPL has jumped to $4.16 billion after the 2016
edition, against $3.54 billion in 2015. The 19% jump is despite the fact that the US dollar to
Indian rupee currency has depreciated by nearly 10%.
Team Valuation as on 2017

45
Team Brand Value in US$
Kolkata Knight Riders 99 million
Mumbai Indians 106 million
Sunrisers Hyderabad 56 million
Royal Challengers Bangalore 88 million
Delhi Daredevils 44 million
Kings XI Punjab 41 million
Chennai Super Kings Not Calculated1
Rajasthan Royals Not Calculated1
Broadcasting
The IPL's broadcast rights were originally held by a partnership between Sony Pictures Networks
and World Sport Group, under a ten-year contract valued at US$1.026 billion. Sony would be
responsible for domestic television, while WSG would handle international distribution. The
initial plan was for 20% of these proceeds to go to the IPL, 8% as prize money and 72% would
be distributed to the franchisees from 2008 until 2012, after which the IPL would go public and
list its shares. However, in March 2010, IPL decided not to go public and list its shares.[citation
needed] As of the 2016 season, Sony MAX, Sony SIX, and Sony ESPN served as the domestic
broadcasters of the IPL; MAX and SIX aired broadcasts in Hindi, while SIX also aired

46
broadcasts in the Bengali, Tamil, and Telugu languages. Sony ESPN broadcast English-language
feeds.
The IPL became a major television property within India; Sony MAX typically became the most-
watched television channel in the country during the tournament, and by 2016, annual
advertising revenue surpassed ₹1,200 crore. Viewership numbers were expected to increase
further during the 2016 season due to the industry adoption of the new BARC ratings system,
which also calculates rural viewership rather than only urban markets. In the 2016 season, Sony's
broadcasts achieved just over 1 billion impressions (television viewership in thousands), jumping
to 1.25 billion the following year. Sony also broadcast a companion talk show, Extraaa Innings
T20.
On 4 September 2017, it was announced that the then-current digital rightsholder, Star India (a
subsidiary of 21st Century Fox), had acquired the global media rights to the IPL under a five-
year contract beginning in 2018. Valued at ₹16,347.5 crore (₹163.475 billion, US$2.55 billion,
£1.97 billion), it is a 158% increase over the previous deal, and the most expensive broadcast
rights deal in the history of cricket. The IPL sold the rights in packages for domestic television,
domestic digital, and international rights; although Sony held the highest bid for domestic
television, and Facebook had made a US$600 million bid for domestic digital rights (which U.S.
media interpreted as a sign that the social network was interested in pursuing professional sports
rights), Star was the only bidder out of the shortlist of 14 to make bids in all three categories.
Star CEO Uday Shankar stated that the IPL was a "very powerful property", and that Star would
"remain very committed to make sure that the growth of sports in this country continues to be
driven by the power of cricket". He went on to say that "whoever puts in that money, they put in
that money because they believe in the fans of the sport. The universe of cricket fans, it tells you,
continues to very healthy, continues to grow. What was paid in 2008, that was 2008. India and
cricket and IPL—all three have changed dramatically in the last 10 years. It is a reflection of
that." The deal led to concerns that Star India now held a monopoly on cricket rights in the
country, as it is also the rightsholder of ICC competitions and the Indian national team.

47
IPL Governing Council
The IPL Governing Council is responsible for all the functions of the tournament. The members
are Rajeev Shukla, Ajay Shirke, Sourav Ganguly, Anurag Thakur and Anirudh Chaudhary. In
January 2016, the Supreme Court appointed Lodha Committee to recommend separate governing
bodies for the Board of Control for Cricket in India (BCCI) and the Indian Premier League
(IPL), where Justice RM Lodha suggested a One State-One Member pattern for the board.
International broadcasters
Territory Network
Afghanistan Lemar TV (2017-present)
Africa (Sub-
Sahara)
SuperSport (2008–present)
Australia
Network Ten (2008)
One HD (2009–2010)
Fox Sports Australia (2018–present)
Bangladesh
Maasranga (2014–2016)
Channel 9 (2016–present)
Bhutan
Sony (2008–2017)
Star Sports (2018–present)
Brunei Astro (2008–present)
Canada
Rogers Media (Sportsnet, OmniTelevision) (2011–2014) Ethnic Channels Group,
CricketGateway
Caribbean SportsMax (2008–present)
Hong Kong PCCW (2010–present)
India
Sony (2008–2017)

48
Malaysia Astro (2008–present)
Arab world OSN Sports (2015–present)
Nepal
Sony (2008–2017)
New Zealand Sky Sport (2012–present)
Pakistan Geo Super (2008–present)
Singapore
StarHub (2008–2017)
Singtel (2015–2017)
YuppTV (2018)
United Kingdom
ITV4 (2011–2014)
Sky Sports (2015–present)
United States Willow (2017–present; cable/satellite and TV Everywhere-only digital rights)
Worldwide internet
rights
Times Internet (2011–2014)
Hotstar (2015–present)
2017 Indian Premier League
The 2017 season of the Indian Premier League, also known as IPL 10, was the tenth edition of
the IPL, a professional Twenty20 cricket league established by the BCCI in 2007. The
tournament featured the eight teams that played in the previous season. The 2017 season started
on 5 April 2017 and finished on 21 May 2017, with Hyderabad hosting the opening match and
the final. Mumbai Indians won by 1 run against Rising Pune Supergiant in the final, winning
their third title making them the first team to achieve the milestone.
Sunrisers Hyderabad captain David Warner won the Orange Cap for the leading run-scorer of the
tournament with 641 runs. Bhuvneshwar Kumar, also of Sunrisers Hyderabad, was awarded the
Purple Cap for finishing as the leading wicket-taker of the tournament with 26 wickets. Rising
Pune Supergiant's Ben Stokes was named Most Valuable Player, also known as Man of the
Series, while Basil Thampi of Gujarat Lions was named the Emerging Player of the Tournament.
Format

49
Eight teams were contesting the season. The schedule for the tournament was published on 15
February 2017. The league stage, consisting of 56 matches, took place between 5 April and 14
May 2017. The top four teams qualified for the play-offs, with the final held in Hyderabad on 21
May.
Personnel changes
The retention lists for the season were announced in December 2016. On 3 February, the BCCI
announced that the player auction would be held on 20 February 2017 in Bangalore with a total
of 799 players registered for it. On 14 February, the IPL Desk released a list of 351 players. Out
of the 351 players shortlisted, 66 players were sold at the 2017 IPL Auction.
Opening ceremonies
Unlike the previous IPL seasons each of which had a single opening ceremony, the 2017 season
featured opening ceremonies at each venue before the start of the first match at the venue. The
ceremonies included performances by Amy Jackson (at Hyderabad); Shalmali Kholgade and
Riteish Deshmukh (at Pune); Bhoomi Trivedi, Sachin-Jigar and Tiger Shroff (at Rajkot);
Harshdeep Kaur and Disha Patani (at Indore); Benny Dayal and Kriti Sanon (at Bangalore);
Sushant Singh Rajput and Malaika Arora (at Mumbai); Shillong Chamber Choir, Monali Thakur
and Shraddha Kapoor (at Kolkata); Raftaar, Yami Gautam and Guru Randhawa (at Delhi).
Teams and standings
Team
 v
 t
 e
Pld W L T NR Pts NRR
Mumbai Indians (C) 14 10 4 0 0 20 +0.784
Rising Pune Supergiant (RU) 14 9 5 0 0 18 +0.176
Sunrisers Hyderabad (4) 14 8 5 0 1 17 +0.599

50
Kolkata Knight Riders (3) 14 8 6 0 0 16 +0.641
Kings XI Punjab 14 7 7 0 0 14 –0.009
Delhi Daredevils 14 6 8 0 0 12 −0.512
Gujarat Lions 14 4 10 0 0 8 −0.412
Royal Challengers Bangalore 14 3 10 0 1 7 −1.299
Second Part
Promotional Strategies
A promotion strategy is an activity that is designed to help boost the marketing of a product or
service. It is very important as it not only helps to boost sales but it also helps a business to draw
new customers while at the same time retaining older ones. It can be done through an advertising
campaign, public relation activities, a free sampling campaign, a free gift campaign, a trading
stamp campaign, through demonstrations and exhibitions, through prize giving competitions,
through temporary price cuts, and through door-to-door sales, telemarketing, personal sales
letters, and e-mails. Promotion is a reward making activity that influences people to buy and
consume the products of a marketer.
Promotions is the part of marketing that specifically involves communicating company or
product information to targeted customers. This is a key component of the broader marketing
system, because it is what usually makes customers aware of you, attracted to your brand,
interested in buying and ultimately, loyal customers. Advertising, public relations and personal
selling are three staple methods of promotion, though some new techniques have emerged in the
early 21st century.
Advertising

51
Advertising takes up a significant portion of a company's budget allocated toward marketing and
promotion. It includes the development and paid delivery of brand or product messages through
media. Companies usually have internal advertising departments that design and develop ads, or
they work with advertising firms who specialize in the advertising process. Since you pay for ad
placement in media such as television, radio, newspapers and magazines, you generally have
more control over the message than you do through some other promotional methods.
 Outdoor
 Business directories
 Magazines / newspapers
 TV / cinema
 Radio
 Newsagent windows
Public Relations
Maintaining goodwill with the public is an important long-term strategy for both small and large
companies. A variety of public relations tactics are used to reach out to customers through
unpaid-for media messages. Press releases are one of the most common and routine PR tactics.
This is when a company sends an overview of a major change or event, product launch or other
news to various media outlets. Press conferences, features news reports and newsletters are other
common PR tools. A general objective of PR is to keep your brand in front of people even
beyond paid ads. The challenge is you can't always control the way your PR messages are
delivered or received.
 Press launches
 PR events
 Press releases
Selling

52
While business typically engage in some level of advertising and public relations, the use of
personal selling tactics varies considerably. Some small businesses don't employ active sales
associates based on the small-scale products or services they sell. Companies with big-ticket
items, such as electronics or appliances, more often use sales associates to stress the benefits of
products to customers and to overcome their concerns. Selling is one of the most interactive
forms of promotion.
Using celebrities – Shahrukh Khan, Priety Zinta, Hrithik Roshan
Owners of the Team :
Mumbai Indians : owned by Reliance Industries : Loss 16 Crore – Reliance Industries did not
emphasize too much of personal selling and hence was not a very popular team.
Kolkata Knight Riders - Shahrukh Khan, Juhi Chawla Mehta and Jai Mehta (Red Chillies
Entertainment) : Net Profit – 13 Crore – The team was a star even though it lost due to the
personal approach given by Shahrukh Khan towards his team and the enthusiasm which made it
a star team.
Kings IX Punjab – Preity Zinta : Net Profit 19 Crore – The team almost won the first Indian
Premier League and was a very popular team mainly because of the star presence of Preity Zinta
in each match of the team.Personal selling
Digital/Interactive
The evolution of the Internet and related technologies has given rise to digital and interactive
promotional methods. Email marketing, online advertising and mobile advertising have all
become common components of promotional campaigns. These methods are often relatively
affordable for small businesses and offer direct connections to tech-savvy consumers who spend
significant time online. Social media portals such as Twitter, Facebook and YouTube also
provide inexpensive ways to interact with customers in real time.
 Company websites

53
 Social media applications such as Facebook or Twitter
 Blogging
 Mobile phone promotions using technology such as bluetooth
 YouTube
 E-commerce
Social Media
Social media websites such as Facebook and Google+ offer companies a way to promote
products and services in a more relaxed environment. This is direct marketing at its best. Social
networks connect with a world of potential customers that can view your company from a
different perspective. Rather than seeing your company as "trying to sell" something, the social
network can see a company that is in touch with people on a more personal level. This can help
lessen the divide between the company and the buyer, which in turn presents a more appealing
and familiar image of the company.
• Max announces "bigger and better" Extraaa Innings T20
• IPL team CSK to release comic book series featuring team members
Business model of IPL
The IPL exists under the system of franchise. The franchisees can own 8 teams in the brawl. The
franchisees can also run the teams in their own style and make their own sponsors name the team
according to their choices. They will be free to list their teams on the stock exchange. The Board
of Control for Cricket in India has already signed up 100 International players and the players are
expected to be put for buying and selling the stocks soon .
The sports industry caters to a niche market segment, hence marketing strategies applied to it are
entirely different from those applied to commercial products/ services. Sports as a product to
market is the most difficult and challenging job. Since the IPL has completely changed the face
of world cricket and actually got the business to be a part of Indian cricket, a detailed research
about the effects of IPL on Indiana cricket and the audience will help uncover the risks attached

54
to it, apart from highlighting its strengths. This will also help researchers with information and
knowledge about the industry.
14 matches of IPL 10 were sampled by 145 million unique viewers.
• Time Spent by Viewers per match was 49 Minutes and 4 Seconds; which is 17% more
compared to IPL 9
• Average TVT (transmissible venereal tumour) showed a growth of 31% for IPL 10 compared
to IPL 9. 14 matches of IPL 10 garnered 4.1% Avg
• TVR which was 30% more compared to its previous edition
• 54% of the All India Universe tuned to watch IPL 10 matches
Promoting IPL
Some of IPL’s long-term and fruitful strategies are as follows:
Merchandise
Selling merchandise, as mentioned earlier, has been one of the biggest marketing strategies
implemented by the IPL. The tournament tied up with companies like eBay India, HomeShop18,
Twenty Four Seven for selling merchandise such as team jerseys, caps, shirts, key chains,
tattoos, car flags, bottle chillers, wrist bands, etc. Brands like Reebok went a step further by
offering discounts on the merchandise.
Online advertising
Online advertising is still an emerging phenomenon in India. One of IPL’s many marketing
strategies included a strategic tie-up with Google for live streaming of IPL matches through You
Tube, a multi-million dollar deal which worked in the benefit of both the parties. The main
sponsors of this deal were HSBC, HP and Royal Challegers Team, with associate sponsors being
Airtel, Coca-Cola and Samsung (Website, TMC Net).

55
Screening at cinema halls
IPL also tied up PVR Cinemas, the reigning cinema multiplex group in India, for live screening
of IPL matches at theaters and other public places. The exclusive rights for this purpose were
held by UFO Movies, and the deal was estimated at USD 10 million.
Brands of IPL 2017 and their marketing campaigns
Indian Premier League is now in its 10th year. Many may argue that IPL has reached its fatigue
and does not grab similar attention, interest and mindspace as it used to when it started.
However, numbers speak a different story. Barring a couple of years when IPL was muddled
with controversy, IPL viewership has seen strong growth from the time it started.
The first few matches of Indian Premier League 10 is already seeing a strong steady growth in
viewership with 40% more people tuning in this year compared to the same time year ago.

56
While we can have multiple sources of data analyzing if IPL still is truly “India ka tyohar”
(India’s festival), there is no denying the fact that Indian marketers see a lot of value in it. How
else would you question the exorbitant ad rates and selling out of the entire ad inventory even
before a ball is bowled.
Marketers also see a lot of value in being associated with teams participating in IPL. The team t-
shirts and gear filled with logos are a witness to that fact. Here’s a list of sponsors sponsoring
each of the teams in IPL 10.
Because of all of this, IPL not only becomes a cricketing festival but a big marketing festival as
well, India’s very own super bowl. In IPL 10 you have brands from across the industries fighting
for share of voice. Check out few of the brands of IPL 2017 and their campaigns.
VIVO
IPL is called VIVO IPL since last year. VIVO bagged the title sponsorship rights after Pepsi
decided to prematurely end their 5 year agreement and transfer the rights to VIVO. Pepsi had
earlier acquired the rights of IPL for 396.8 crores for a period of 5 seasons.
The crowned king Title Sponsor of IPL-2017 came out with #VivoV5s’ 20-MP Moon Light
Camera campaign focused on the selfie camera. The Chinese maker tapped the audience well
and gathered 6471 engagements per activity on an average.
CEAT
Apart from the Strategic Time Out property that they have bagged, CEAT has done a pretty good
job of their ad campaign. The creative correctly captures the nuances and chaotic insights of
Indian traffic in a subtle satirical fashion. It is the same nuances that Santosh Desai speaks about
here. They could have done with a better hashtag or even without it, because #ithelps does not
help.
Polycab

57
Polycab wires has opted for a strange and different strategy in their media planning. While being
associate sponsors of VIVO IPL 2017, they are running ads with different languages on a
National Channel according to the team that is playing.
So, if there is a Gujarat Lions & KKR match going on, it plays the Polycab Gujarati and Bengali
version of the ad. The media scheduling strategy is unique but I feel people who want to watch a
channel in their language usually opt for one, otherwise they are pretty comfortable with Hindi or
English. This strategy will only make your media reach too thin in the hope that it will connect
by the end of IPL.
Polycab started off with a bunch of ads in local languages like Bengali Marathi, Punjabi, etc. and
running them live on SPN Network. At first it took audience by surprise and they took their time
in understanding what is it all about and then people started connecting with the ads. But just
three weeks into the tournament Polycab stopped its activity on social media channels. With just
54 posts during IPL 2017, the brand could only manage 262 engagements per activity on an
average and this inconsistency might be the major reason for the downfall. Vimal Pan Masala
and Jio were other two brands who picturised regionalism, all but one could pull out the results
and made its debut season grand and that was Jio.
Amazon Chonkpur Cheetahs
IPL is a mass event. People all over India watch it. More so, IPL is also one of the shows that
garners enough interest from Tier 2 & Tier 3 audiences in India. Even IPL has done its bit to
reach out to audiences outside metros by keeping matches in Ranchi, Indore, Kanpur,
Dharamshala, Raipur, Vishakapatnam and Cuttack.
Amazon must have seen this as an opportunity to come with a campaign and creative that will
resonate more with tier 2 audiences. Their dreams of making it big and the fact that Amazon is
an enabler in making them come true. Taking their “apni dukaan” thought forward Amazon
came up with it’s own T20 team, jersey, owner, players and even a theme song. India ke sapno ki
apni dukaan A�penetrated sub-urban and rural audience riding with its position of Presenting
Sponsor of IPL 2017 and using the available ad slot very wisely. Putting up Amazon Great

58
Indian Sale during IPL and flooding social media with #BadiBachat helped the e-commerce big
show rule the party. The most unique part in Amazon’s campaign was the synergy of campaign
with the IPL, they could have roped in big names (just like other brands), but they kept the
essence of IPL alive with their team Chonkpur Cheetahs. 37959 engagements per activity on an
average was what Amazon gathered during IPL Season 10, this was third highest for any brand
sponsoring in IPL.
Goibibo
Goibibo, when they launched the goContacts feature a year ago, it became a huge hit, acquiring
3.4 million users in a span of 10 days. This time, they are targeting another cycle of hyper
aggressive user growth in the season of travel. For the same, they have got Deepika Padukone on
board educating users about the marvel of goContacts through a friendly banter with her aunt.
Gionee Selfiestan
Alia Bhatt is clearly a favorite this IPL season. However, the below ad stands out for me in the
competition of smartphone makers trying to occupy the “selfie camera phone” space.
While VIVO talks about front moonlight camera, Oppo talks about dual front camera, Gionee is
simply talking about the love of selfie with Selfiestan.
The brand however gets pushed in the background amidst all the noise about selfies, features and
Alia Bhatt. Like its other counterparts went a step ahead with Selfiestan campaign. This
campaign was built around #GioneeA1 smartphone. Gionee surpassed the title sponsor of IPL
with a total of 16054 engagements per activity on an average, and proved that the quality of
content matters more than the quantity.
Vodafone Zoo Zoo, Data Strong Network
IPL 1 was special for more reasons than one. It not only got all of our favorite national and
international players on one stage but it also made ad breaks worth watching with Vodafone
coming up with their memorable Zoo Zoo campaign.

59
This time around, Zoo Zoos, in a smaller avatar did make a come back but I found the magic
missing. It’s understood that the expectations are higher but a telecom operator celebrating 10
years of IPL through an iconic character that they created did not make product or brand sense.
However, they did back it up with a functional yet extremely sweet series of films about an
elderly couple in Goa which will definitely bring a smile to your face. The Presenting Sponsor of
IPL came up with cute elderly couple celebrating their #SecondHoneymoon in
#MakeMostOfNow campaign. This campaign basically flaunted the network reach and 4G
capabilities of the telecom giant. Vodafone also celebrated its 10 years of IPL with campaigns
like Celebrating 10 years of run outs, Celebrating 10 years of boundaries with the funniest
characters of the Decade Zoozoos‘ Creativity worked very well for Vodafone and on an average
it grabbed 19936 engagements on its activities.
Jio — Dhan Dhana Dhan
Jio is sponsoring all IPL teams this year. Marketing for a product which is priced competitively
and works as good as the competition becomes a no-brainer. It becomes so easy that you could
even get away with naming the offer “Dhan Dhana Dhan”.
Jio had created enough noise even before the start of IPL. With the kind of coverage that Jio is
getting by sponsoring all teams and having ads scheduled in almost every break of the IPL it is
sure to come out as the most recalled brand.
The Indian premier league has taken the cricketing world by storm. It has also got its marketing
mix spot on. The tournament’s official advertising and marketing strategies are planned With
television, radio, print and outdoor advertisements like the “Cricket ka Karmayudh"Young
enthusiast debutant entered the cricket ground with sponsoring 6 out of 8 teams (KXIP being
sponsored by Idea and MI was sponsored by Jio Money). This was a big leap as a debutant and
especially when you are up against the incumbents. Jio gathered all the players from various
sponsored teams and showed regional cultures trying to connect with commons in
#JioDhanDhanaDhan campaign. Things worked well for Jio and it was not behind Vodafone
with 18542 engagements per activity on an average.

60
IPL brand association for Promotion
Today, IPL not only triggers smiles to players, administrators and fans, but is also a property of
brands that are looking to seek out. Brands tend to invest heavily in IPL because they are aware
that there is no viewer fatigue when it comes to watching IPL matches.
IPL 2017 is expected to bring more this summer. 60 matches, 47 days in multiple venues across
India and every brand is geared up to leverage this golden opportunity in every possible way.
With IPL taking over 45 days of Indian television, the question is not whether a brand should or
should not be associated with IPL, but rather – How can a brand leverage this IPL 2017 with key
markets and a target audience?
Jersey
For brands, IPL players are nothing but walking billboards. In a world where brands are
constantly seeking consumer attention, jersey sponsorship has to be a masterstroke. Whether it’s
Hero Cycles, Gionee, Quikr, Videocon or Huawei, they don’t mind investing two to ten crores
on the jersey depending on the placement. The interesting part of the whole game is that even a
player’s helmet is adorned with brand names. Advertising on a player’s helmet is worth 5 crores
because brand owners know that their brand becomes a part of ‘the action’. Logos on jerseys are
constantly viewed thereby becoming a part of the subconscious mind of the viewer/consumer,
thus leading to higher brand recall.
For instance, Nokia was the principal sponsor for Kolkata Knight Riders in 2008, but in 2015
Gionee clinched KKR sponsorship for 54 crores. Gionee has been smart because they want to
give viewers the impression that their mobile phones are at par with Nokia and they wanted to be
associated with a winning team and its superstar owner, Shahrukh Khan.

61
TV Ads
The TV ad spots during IPL are usually taken up by big brands with big bucks. Brands like
VIVO, Housing.com and LYF used TV ads as a platform to launch their maiden television
commercials last year. However, even smartphone brands like Gionee and Micromax have
revealed their new identity through new TVCs. The FMCG sector too is not hesitant about
spending in TV ad spots despite the hike in the ad rates.
Radio
Radio’s biggest strength is the localisation it offers to brands. It has the power to tweak the
content to match the mood and expectation of the listeners of a particular place. Vodafone’s
Hakke Bakke anthem became a rage during IPL 9. Radio companies also work closely with
brands during IPL. They make content for them, change the name of the station during the promo
period or even get RJs to endorse the brands. Not as a commercial message, but as a
conversation, radio has the power to engage with the listeners.

62
Hoardings/Billboards
Brands get tremendous attention inside the stadium during IPL matches. However, they are still
looking for attention outside the ground as well. They use hoardings to tell a city story to
commuters. The IPL spend on hoardings for each brand varies between 25-50 lakhs for 15-30
properties. This year, watch out for Maruti Suzuki and VIVO.
Paper Cups inside colleges and companies
Brands are increasingly looking for ways to get more value for their money with IPL brand
associations. Every marketer has just one dream, which is to target the age-group of 19-35 year
olds. People belonging to these age-groups spend most of their time either at college or office.
Paper cup marketing has emerged as an effective medium to reach out to a particular target
group. The investment associated with such type of advertising is limited, but the ROI is
ascertained.

63
Social Media
Television and radio are still efficient mediums to reach out maximum people, but with the
increasing social media usage and digital exposure, brands have started taking leverage of the
digital audience. They have started using IPL as a content mix for their advertising channels. A
lot of content is shared these days on social media platforms such as Facebook and Twitter.
Brands interact with their target audience via contests, posts, videos, live images, and many more
things. Several brands such as Vodafone, YesBank, Kent RO Systems and Tata Docomo have
leveraged on IPL as a significant element of their social media strategy.

64
Blogs
Brands are using digital media’s story telling abilities to advertise themselves during IPL. They
are trying to create and image of a more personal and reachable entity. FMCG brands
particularly are resorting to blogging to advertise their association with IPL. To cash in on a viral
factor, brands are addressing consumers directly by using bloggers and influencers. Brands that
sponsor IPL teams make use of a perfect mix of various mediums/channels to market their brand
association with IPL.
Marketing strategies of IPL
The main driver of revenues for sports these days is television
• Creating online traffic through blog published by IPL franchise owner and Bollywood megastar
Shahrukh Khan.
• Hiring international cheerleaders. Foreign girls attracting a huge crowd

65
• Worldwide telecast.
• Auctioning the players
• The timing of IPL has shown its strategic application by choosing the evening time for the
matches, which makes the people to watch the game comfortably
• The franchises are taken by the film stars like Juhi Chawla, Shahrukh Khan, Preity Zinta etc are
the center of attraction which makes the Bollywood stars come for the game
• The Indian Premier League uses Bollywood stars as anchors. The promotion is done by Akshay
Kumar for Delhi daredevils and Shahrukh Khan for Kolkata knight riders.
SWOT Analysis of IPL
Strengths
 Strong fan following due to nature
of sport
 Brand ambassador are celebrities
who up the glam quotient
 Strong marketing strategies like
merchandise
 Substantial investment in
marketing strategies for innovation
Weakness
 It is losing its mass appeal due to
controversies
 No innovation in sports although
marketing strategies are
changing
 Price of tickets
Opportunities
 The cricket crazy nation always
brings in opportunity to growth
 Merchandise in marketing
strategies could bring in more
revenues
 The growing number of teenagers
in the country like T-20 concept
and celebrities
Threat
 There is a threat of competing T-
20 league emerging any time
 Intervention of the government
bodies may be a hindrance in its
growth

66
CHAPTER - 4
DATA INTERPRETATION AND ANALYSIS

67
For this study, we conducted a survey of 150 respondents and adopted the close-ended
questionnaire approach. The sample size is deemed accurate as it eliminates the chances of bias
in the data.
In this research, the target population is viewers of cricket in India. The respondents are familiar
with the Indian Premier League. The data was collected from the respondents by approaching
them and it was secondary data.
 Weather you remember the advertisements or promotions of IPL 2017?
Table 1 promotions of IPL 2017 (remeber or not)
S. No
Remembering ads Response
1
Yes 64%
2
No 36%
Total

68
Figure 1 responses of viewers
In the survey, it was found that 64% of the respondents say that they remember watching the IPL
advertisements/promotional campaign and 36% of the respondents say that they did not remember
watching the IPL advertisements/promotional campaigns.
 Did IPL 2017 take advantage of people’s passion through various advertisements?
64%
36%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
ads remember

69
Table 2 advantage of IPL 2017 promotions
S. NO. Advantage taken or not Response
1 Yes 54%
2 No 46%
Total 100
Figure 2 responses
64% of the respondents say that the IPL take the advantage of the people’s passion for the promotional
strategies in order to increase their awareness/ revenues and 36% of the respondents say that the IPL does
not take the advantage of the people’s passion for the promotional strategies in order to increase their
awareness/ revenues.
 Which glamourous appearance promotions affected the IPL 2017 promotions?
54%
46%
42%
44%
46%
48%
50%
52%
54%
56%
Yes No
advantagous promotion

70
Table 3 promotion through glamour world
S. No Particulars Response
1 Megastars appearance 52%
2 Merchandise promotion 33%
3 Theaters promotion 8%
4 Online buzz 7%
Total 100
Figure 3 response of viewers
52%
33%
8% 7%
0%
10%
20%
30%
40%
50%
60%
Response
glamourus promotion by IPL 2017
Megastars appearance Merchandise promotion Theaters promotion Online buzz

71
In the survey 52% of the respondents say that they first remember the most attractive megastars and their
glamour. 33% of the respondents say that they remember the wide variety of merchandise. About 8% of
the respondents say that they remember the screening in theaters,malls and pubs and finally 7% of the
respondents say that they remember only the online buzz.
 What is the perception of people towards the promotional campaigns or other activities done by IPL
2017?
Table 4 perception of viewers
S. No. Perception of viewers Response
1 Excellent 35%
2 Very good 24%
3 Good 21%
4 Satisfactory 11%
5 Poor 7%
6 Very poor 2%
Total 100

72
Figure 4 viewers perception
35% of the respondents say that the perception of IPL after watching the promotional campaigns is
excellent. 24% of the respondents say that the perception of IPL after watching the promotional
campaigns is very good. 21% of the respondents say that the perception of IPL after watching the
promotional campaigns is good. 11% of the respondents say that the perception of IPL after watching the
promotional campaigns is satisfactory. 7% of the respondents say that the perception of IPL after
watching the promotional campaigns is poor. Finally, 2% of the respondents say that the perception of
IPL after watching the promotional campaigns is very poor.
 Did the merchandises of IPL like shirts, t shirts, cap etc. buy by the IPL fans through IPL
promotions?
Table 5 merchandise bought or not
S. No. Merchandise bought Response
1 Yes 65%
35%
24%
21%
11%
7%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Response
perception of viewers
Excellent Very good Good Satisfactory Poor Very poor

73
2 No 35%
Total 100
Figure 5 response of merchnadise bought after promotion
About 65% of the respondents say that they had bought an IPL product/merchandise after watching an
advertisement that they never watched before and 35% of the respondents say that they had never bought
an IPL product/merchandise after watching an advertisement that they never watched before.
 Did the performance of IPL 2017 improved from various promotional strategies?
Table 6 performance of IPL 2017 after advertisements
S. No. Particulars Response
1 Improved 52%
65%
35%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
merchandisebought

74
2 Improved better 33%
3 Nothing changed 8%
4 Worse 7%
Total 100
Figure 6 performance of IPL 2017 after promotions
I also found that 52% of the respondents say that yes the performance of IPL had improved better after
implementing their marketing strategies. About 33% of the respondents say that the performance of IPL
could have been improved better after implementing their marketing strategies. 8% of the respondents say
that nothing has changed in the performance of IPL after implementing their marketing strategies. Finally
7% of the respondents say that the performance of IPL is worse in improving their marketing strategies.
 What kind of attachment did by the IPL 2017 advertisements or promotional strategies towards the
viewers?
52%
33%
8% 7%
0%
10%
20%
30%
40%
50%
60%
Response
performanceafter promotions
Improved Improved better Nothing changed Worse

75
Table 7 communicational attachment of IPL 2017 ads
S. No. Particulars Response
1 Emotional connect 56%
2 Informative 35%
3 Brand ambassador 5%
4 Other concepts 4%
Total 100
Figure 7 response of communicational attachement
56%
35%
5% 4%
0%
10%
20%
30%
40%
50%
60%
Emotional connect Informative Brand ambassador Other concepts
communicationalattachement

76
52% of the respondents say that IPL has done a good job with marketing and advertising by creating ads
with an emotional connect. About 33% of the respondents say that IPL has done a good job with
marketing and advertising by creating ads that are informative. 8% of the respondents say that IPL has
done a good job with marketing and advertising by creating ads that use good brand ambassadors. Finally
7% of the respondents say that IPL has done a good job with marketing and advertising by other concepts.
 Which of these e-commerce brand advertisement of company you like the most?
Table 8 online services impact
S. No. Brand (e-commerce) Response
1 Amazon India 42%
2 Goibibo 28%
3 MakeMyTrip 30%
Total 100

77
Figure 8 responses
As of the above graph it is clearly seen that 42% of respondents are those who like the amazon India e
commerce site advertisement of IPL most. Whereas on second place makemytip advertisement viewers
like it and while goibibo did not make mark on its IPL promotion.
 Which of these telecom company’s promotional activity of IPL 2017 you like the most?
Table 9 telecom promotions
S. No. Company Response
1 Vodafone 46%
2 Idea 36%
42%
28%
30%
e-commerce response
Amazon India Goibibo MakeMyTrip

78
3 Jio 18%
Total 100
Figure 9 responses
There were 46% of responses from viewers point of view, was from Vodafone zoo zoo ad which people
like the most while only 18% of people were thinking that idea ad they like because of lack of creativity
and attachment with IPL. Whereas 36% of people like jio dhan dhana advertisement most.
 Which of these mobile brands do great impact on audiences through IPL 2017 promotions?
Table 10 mobile brands promotions
S. No. Brand Response
46%
36%
18%
telecom responses
Vodafone Idea Jio

79
1 Vivo 36%
2 Gionee 56%
3 Motorola 8%
Total 100
Figure 10 mobile brand responses
 How the teams promote itself at various social media platform?
 At Facebook (likes)
36%
56%
8%
mobile promotions
Vivo Gionee Motorola

80
Table 11 teams likes at facebook
S. NO. Teams Likes (in mn)
1 Kolkata Knight Riders 15.9
2 Mumbai Indians 12.2
3 Kings XI Punjab 8.5
4 Royal Challengers Bangalore 9.2
5 Rising Pune 1.7
6 Sunrisers Hyderabad 5.7
7 Gujrat Lions 1.9
8 Delhi Daredevils 4.4
Total 60

81
Figure 11 facebook likes
 Who’s winning at Facebook?
Table 12 facebook data
S. No. Teams Likes (in mn) Comments (in
thousands)
Shares (in
thousands)
1 Kolkata Knight
Riders
15.4 177 270
2 Mumbai Indians 16.9 189 340
3 Royal Challengers
Bangalore
5.4 84 55
15.9
12.2
8.5
9.2
1.7
5.7
1.9
4.4
0 2 4 6 8 10 12 14 16 18
Mumbai Indians
Kings XI Punjab
Rising Pune
Sunrisers Hyderabad
Gujrat Lions
Delhi Daredevils
facebook likes (in mn)

82
4 Kings XI Punjab 6.6 125 41
5 Sunrisers
Hyderabad
7.6 128 77
6 Delhi Daredevils 1.5 39 8
7 Gujrat Lions 4.9 44 37
8 Rising Pune
Supergiant
2.2 23 57
Total 60 800 885
Figure 12 facebook winning team
15.4 16.9
5.4 6.6 7.6 1.5 4.9 2.2
177
189
84
125 128
39 44
23
270
340
55
41
77
8
37
57
0
50
100
150
200
250
300
350
400
Kolkata Knight
Riders
Mumbai Indians Royal
Challengers
Bangalore
Kings XI Punjab Sunrisers
Hyderabad
Delhi Daredevils Gujrat Lions Rising Pune
Supergiant
facebook winner
Likes (in mn) Comments (in thousands) Shares (in thousands)

83
It is clearly seen that from above graph Mumbai Indians and Kolkata Knight Risers have a great number
of likes, comments and shares at facebook. So the Kolkata Knight Riders and Mumbai Indians were
having a lot of engagement and promotions through facebook that’s why they were successful to connect
themselves to the viewers and was having a great promotions. While on the other side the new teams
Gujrat lions and Rising Pune Supergiant hadn’t have so much like or comments or shares because one of
the reasons is they were new in IPL and second one that they did not connect audiences towards
themselves whereas other teams had average number of likes, comments and shares at facebook.
 At Twitter
Table 13 twitter followers
S. No. Teams Followers (in mn)
3 Royal Challengers Bangalore 2.1
7 Gujrat Lions 0.2

84
8 Rising Pune Supergiant 0.1
Total 12
Figure 13 followers
 Who’s winning at twitter?
Table 14 twitter winner
S. No. Teams Likes (in mn) Re tweets (in
thousands)
1 Kolkata Knight Riders 8.2 186
2.7
2.6
2.1
1.28 1.25
0.9
0.2
0.1
0
0.5
1
1.5
2
2.5
3
Kolkata
Knight Riders
Mumbai
Indians
Royal
Challengers
Bangalore
Kings XI
Punjab
Sunrisers
Hyderabad
Delhi
Daredevils
Gujrat Lions Rising Pune
Supergiant
Followers (in mn)

85
2 Mumbai Indians 12.2 562
3 Royal Challengers
Bangalore
4.9 59
4 Kings XI Punjab 1.1 13
5 Sunrisers Hyderabad 0.9 12
6 Delhi Daredevils 0.4 4
7 Gujrat Lions 1.0 13
8 Rising Pune
Supergiant
0.04 0
Total 29 (mn) 850 (thousands)
Figure 14 twitter responses
8.2
12.2
4.9
1.1
0.9
0.4
1
0.04
186
562
59
13
12
4
13
0
0 100 200 300 400 500 600
Mumbai Indians
Kings XI Punjab
Sunrisers Hyderabad
Delhi Daredevils
Gujrat Lions
Rising Pune Supergiant
twitter likes and re tweets
Re tweets (in thousands) Likes (in mn)

86
As per the above graph and table it is clearly shown that Mumbai Indians were having a great number of
like and followers and re tweets of the promotions and advertisement as compare to KKR who was the
second at twitter in IPL 2017. While Gujrat Lions and Rising Pune were have less numbers of audience
engagement at twitter. Especially Pune had negligible number of likes and re tweets because of lack of
promotions and advertisement at twitter.
 At Instagram (followers)
Table 15 instagram followers
S. No. Teams Followers (in mn)
3 Royal challengers Bangalore 0.49
7 Rising Pune Supergiant 0.30
8 Gujrat lions 0.27

87
Total 5 ( in mn )
Figure 15 instagram followers
 Who was the winner at Instagram?
Table 16 instagram data
S. No. Teams Likes (in mn) Comments (in
thousands)
1 Royal Challengers
Bangalore
11.1 43
2 Mumbai Indians 13.6 39
3 Kings XI Punjab 2.2 16
4 Kolkata Knight Riders 5.6 31
1.37
1.28
0.49
0.35
0.32
0.28
0.3
0.27
Followers (in mn)
Mumbai Indians
Royal challengers Bangalore
Kings XI Punjab
Sunrisers Hyderabad
Delhi Daredevils
Gujrat lions

88
5 Sunrisers Hyderabad 4.6 26
6 Rising Pune Supergiant 3.0 20
7 Gujrat Lions 5.2 22
8 Delhi Daredevils 1.4 11
Total 47 mn 220 thousands
Figure 16 taems likes and comments
As per the above graph and table royal challengers Bangalore has many likes and comments at Instagram
as compare to Mumbai Indians which has less likes and comments at Instagram. Delhi daredevils Gujrat
lions had much less numbers of likes and comments because of the less fan following as compare to
11.1
13.6
2.2
5.6 4.6
3
5.2
1.4
43
39
16
31
26
20
22
11
0
5
10
15
20
25
30
35
40
45
50
Royal
Challengers
Bangalore
Mumbai
Indians
Kings XI Punjab Kolkata Knight
Riders
Sunrisers
Hyderabad
Rising Pune
Supergiant
Gujrat Lions Delhi
Daredevils
teams at instagram
Likes (in mn) Comments (in thousands)

89
Kolkata, Bangalore and Mumbai which are the most popular teams in IPL 2017. One of the reason of
Bangalore first position at Instagram is that virat kohli fan following and much number of promotions
regarding smart phones, beer and branded apparels where virat kohli was the brand ambassador. Gujrat
and Delhi did not have any celebrity like Bangalore have so they did not cater most promotions at
Instagram.
 At YouTube (subscribers)
Table 17 youtube subscribers
S. No. Teams Subscribers (in thousands)
1 Kolkata Knight Riders 85
2 Mumbai Indians 25
3 Royal Challengers Bangalore 227
4 Kings XI Punjab 44
5 Sunrisers Hyderabad 43
6 Rising Pune Supergiant 4
7 Delhi Daredevils 10

90
8 Gujrat lions 9
Total
Figure 17 subscribers of teams
Youtube is one of the biggest plateform for advertisements and promotions. If I talk about youtube
channel each team has its own channel where they upload different kind of adevrtisemnts. Royal
challengers Bangalore has different kind of promotions that’s why they had large number of subscribers.
Apart from it Kolkata have second highest number of subscriber at youtube. Punjab and Hyderabad both
have same number of subscribers with third place. Pune and Gujrat couldn’t do well at youtube that’s why
they had only 4k and 9k subscribers which were the lowest.
 Which brand has highest total engagement at social media platform in terms of IPL promotions and
advertisements?
85
25
227
44
43
4
10 9
Subscribers (in thousands)
Mumbai Indians
Kings XI Punjab
Sunrisers Hyderabad
Delhi Daredevils
Gujrat lions

91
Table 18 brand engagement
S. No. Brand Engagement in millions
(likes+shares+comments+views)
1 Vivo 26.1
2 Vodafone 21.6
3 Make my trip 20.9
4 Jio 18.6
5 Amazon 18.4
6 Kingfisher 9.3
7 FBB 5.7
8 Gionee 4.6
9 Hike 4.0
10 Motorola 3.5

92
11 Mother dairy 2.5
Total 135
According to a recent report on IPL 2017 by XOR Labs, the mobile brand garnered 26.1 million
engagements on social media followed by Vodafone, MakeMyTrip, and Reliance Jio. However,
not all IPL sponsors and advertisers received similar response.
 Which brand was more active at online platform?
26.1
21.6
20.9
18.6 18.4
9.3
5.7
4.6
4 3.5
2.5
0
5
10
15
20
25
30
Vivo Vodafone Make my
trip
Jio Amazon Kingfisher FBB Gionee Hike Motorola Mother
dairy
top 11 brands engagement
Engagement in millions (likes+shares+comments+views)

93
Table 19 brand activity
S. No. Brand Posts
1 Voltas AC 60
2 Ceat tyre 70
3 Polycab wires 50
4 Lloyd Ac 220
5 Air india 180
6 7up India 20
7 DHFL 110
8 Boost Energy 40
9 Daikin India 610
10 DBS 30
11 Yamaha motors 320
12 Parle 50
Total 1760

Ipl 2017 promotional strategies

Ipl 2017 promotional strategies

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