Be it on-air sales for HOST BROADCASTER Sony Pictures Networks India, sponsorship revenues the eight franchises will pull in, or on gate receipts, IPL 10 will set new benchmarks.
How the IPL proved to be a game-changer for Indian cricket!
It would be safe to say that cricket is a religion in India, fervently practised, believed, lived and loved. The Indian Premier league (IPL) which began in 2008 has been a successful property and has gained immense popularity, so much so that a new word Sport-ainment was coined around it. Today it has both evolved and progressed in a myriad of ways, almost unrecognisable from what was expected of it in 2008. It has stormed the collective Indian psyche and has proved to be a true game changer. Sports marketing in India is now referred to as pre-and post-IPL phase.On top of the Leagues
Live entertainment, fuelled by a growing middle-class populace,internet penetration, and other positives of the IPL has allowed the creation of other sporting leagues. Inspired by the IPL formula, several leagues have emerged over the last half-decade, with varying degrees of consumer and advertiser interest and success. The IPL carried forward the momentum from 2015 and soared even higher, both ratings and revenue wise.
People now look at sports as a year-long activity with serious investments, careers, marketing spends. During 2013-15 eight major leagues were started, these include Indian Super League (soccer), ProKabaddi League, Premier Badminton League and Hockey India League. While some of these events tasted instant success, few fell short of gaining adequate traction amongst viewers, advertisers and broadcasters. ISL and PKL have witnessed a steady rise in the average ratings year on year. But these two, put together, still fall short by a fair margin in comparison to their elder sibling — IPL.
Emergence of a new audience: Fun for the whole family
This story is from the April 8, 2017 edition of Sportstar.
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This story is from the April 8, 2017 edition of Sportstar.
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