Indian Premier League (IPL)

Parent Company

BCCI (Administrator)

Category

Cricket Event

Sector

Sports and Entertainment

Tagline/ Slogan

MANORANJAN KA BAAP (King of entertainment);

USP

An exciting annual T-20 cricket tournament with all international cricketers playing together

STP

Segment

Billions of people across the world who love to play or watch cricket

Target Group

Men in the age group 15 and above globally

Positioning

Entertaining T20 cricket tournament

Teams Portfolio

Brands

1. Mumbai Indians                2.Delhi Daredevils
3. Chennai Superkings         4. Royal Challengers Bangalore
5. Deccan Chargers               6. Rajasthan Royals7. Pune Warriors India         8. Kolkata Knight Riders9. Kings XI Punjab                10. Kochi Tuskers

SWOT Analysis

Strength

1. IPL is one the most popularly marketed and branded cricket sports event globally
2. IPL was the first sports event to be broadcasted live on Youtube and Indiatimes
3. Involvement of top international players, big corporate and celebrities make IPL a popular rage amongst spectators
4. Brand IPL is predicted to bring over $1.6nbn to BCCI in 5-10 years through sponsorships and TV Rights
5. IPL is sponsored by popular brands like DLF, Coca Cola, Samsung, Maruti, TVS, Parle etc
6. Has an extremely high global reach and appeal amongst cricket fans
7. Involvement of international players has helped improve pool of local players

Weakness

1.Controversies like Team ownership disputes, media rights, suspension of Chairman etc caused problems
2.Conflicts with some other international cricket boards affected brand image

Opportunity

1. Huge opportunity to leverage on popular brands through advertising, merchandising
2.Huge cricket following can be tapped through advertising, involvement of fans and cricketers

Threats

1. Gaining popularity of other sports amongst youth and excessive cricket will reduce appeal amongst people
2.Govt regulations regarding security, taxation, policies etc
3.Emergence of similar tournaments in other countries

Competition

Competitors

1. Big Bash League (Australia)
2. Bangladesh Premier League (Bangladesh)
3.MiWay T20 Challenge (South Africa)