IPL

INDIAN PREMIER LEAGUE

A Business Model
NAME : GAURAV KUMAR
Enrollment no. : 2025MBA007
Department : Management
Date: 07/11/2025
A BUSINESS MODEL
1). Introduction
2). IPL as a Brand 6). Franchises as Business Units
7). Unique Business Facts
3).Revenue Model of IPL
8).Case Study
4).Broadcasting & Media Rights
9).Future of IPL as a Business
5).Sponsorship & Advertising 10).Conclusion
 Introduction
The Indian Premier League (IPL) was founded in 2008 by BCCI as a professional
domestic Twenty20 cricket league.

It combines sports, entertainment, and business, making it one of the most

successful sporting ventures globally.

The IPL is played every year with franchise-based teams representing major Indian
cities.
It is known for its innovative revenue model, including broadcasting rights,
sponsorships, merchandise, and ticket sales.
Today, IPL is valued at over 1,850 cr./$18.5 billion (2025), making it one of the
richest sports leagues in the world.

More than just cricket, IPL is a business case study

in branding ,marketing ,and in commercialization of sports.
 IPL as a Brand
 Unique Identity – IPL is
positioned as a mix of cricket +
entertainment, making it more
than just a sports league.

 Tagline – Marketed as “India ka

Tyohaar” (Festival of India),
connecting emotionally with fans.

 Bollywood & Glamour –

Celebrity owners (Shah Rukh
Khan, Preity Zinta, etc.) enhanced
IPL’s entertainment value.
Global Appeal – International players &
worldwide broadcasting-built IPL into a global
sports brand.

Fan Engagement – Mascots, cheerleaders,

theme songs, and social media campaigns
make fans feel part of the brand.

Merchandising – Team jerseys, caps, and

collectibles strengthen brand recall like
European football clubs.

Cultural Impact – IPL has become a

household name in India, uniting sports lovers
across age groups.
 Revenue Model of IPL

1. Broadcasting Rights :
• Biggest revenue source (≈ 60% of total income) [Link]
• 2023–27 media deal worth ₹48,390 crore & LicensingTeam :
(Disney+ hot Star(Jio Hotstar) & Viacom18) • jerseys, caps,
• Per-ball ad value: ₹24+ lakh accessories
• Fan tokens, NFTs,
2. Sponsorships : metaverse
experiences.
• Title sponsor (e.g., Tata: ₹670 crore/year)
• Central sponsors (Dream11, Swiggy Instamart,
etc.) [Link] Business
• Team-level sponsors (jersey ads, helmet logos, Expansion Sister :
kit partners) • teams in foreign leagues (SA20, CPL,
UAE T20)
3. Ticket Sales & Matchday • Brand extensions (MI One Family, CSK
Revenue : fan clubs)
• Stadium ticketing (₹200–₹10,000 per
ticket)
• Corporate hospitality & VIP boxes
 Broadcasting & Media Rights
Backbone of IPL Revenue →
accounts for ~60% of total income.
Per Ball Value: ~₹24 lakh (unique in
sports world).
Record Media Deal (2023– TV vs Digital Battle:
• Earlier dominated by TV
27):
• 2023 onwards → digital streaming
• Total value: ₹48,390 crore ($6.2
boom with Jio Cinema offering free
billion)
• Disney Star (TV) → ₹23,575 crore access (record 32 million
• Viacom18 (Digital) → ₹23,758 concurrent viewers).
crore Innovations:
• Times Internet (Rest of • Strategic time-outs for extra ad
World) → slots
Per₹1,078
Match Value: ~₹118 crore
crore • LED boundary & on-screen digital
(highest among global cricket ads
events). • Multi-language streaming to
expand audience reach
1. Title Sponsorship Growth [Link] Exposure
• From DLF (₹40 cr/year in 2008) → to Tata & Engagement
(₹670 cr/year in 2024). • Ads in multi-languages to reach diverse
• Reflects 17x growth in sponsorship value. audiences.
• Creative campaigns like “India Ka
Tyohaar” boosted brand connect.
2. Central & Team-Level Sponsors • Cross-promotions with Bollywood &
• Central IPL sponsors (Dream11, Swiggy, OTT platforms.
Paytm, Saudi Tourism).
• Team sponsorships (jersey, helmets, kits) 5. Future Trends
bring huge revenues.  AR/VR immersive ads for fans.
 Expansion of fantasy sports & digital
sponsorships (Dream11, My11Circle).
3. Advertising Innovations  NFTs & fan tokens as new sponsorship
• Strategic Time-Outs → 2:30 min ad categories.
breaks
for extra commercial slots.
• LED Boundary Boards → dynamic digital
ads visible worldwide.
• Virtual Ads on TV/Digital → AI-based
regional targeting.
Franchises as Business Units

1. Franchise Valuations
 Top teams (MI, CSK) valued at $1+ billion each.
 IPL franchises are among the richest sports teams
in the world.

2. Revenue Sources for Teams

 Share of central IPL revenue (broadcasting +
sponsorship).
 Team-specific sponsors & ads (jersey, helmet, kits).
 Ticket sales & stadium hospitality.
 Merchandising – jerseys, caps, collectibles.
 Digital fan engagement – apps, fan tokens, NFTs.

3. Global Expansion
 Franchises own teams in other leagues:
 Mumbai Indians → SA20, UAE T20
 Kolkata Knight Riders → CPL, UAE T20
 Chennai Super Kings → SA20
 Building multi-sport and global cricket brands.
 Unique Business
Facts about IPL

1. Per Ball Value

• Every ball bowled in IPL 2023–27 cycle is worth ₹24
lakh+ in media rights.
2. Strategic Time-Outs
• Special 2:30-minute breaks added only for ads →
generates extra revenue.
3. Cheerleaders as Ads
• Initially used not just for entertainment, but also for brand
sponsorship placements.
4. Merch Drop Culture
• Limited-edition jerseys & caps sell out in hours, just like
Nike & Supreme streetwear drops.
5. Franchise Globalization
• IPL teams own franchises worldwide (e.g., MI in SA20
& UAE T20, KKR in CPL).
6. Fantasy Sports Boom
• IPL created a ₹34,000 crore fantasy sports industry
(Dream11, My11Circle).

7. Bollywood + Cricket Fusion

• KKR (Shahrukh Khan), PBKS (Preity Zinta) turned IPL into
a sports + entertainment hybrid.

8. Private Equity in IPL

• CVC Capital (global investment firm) owns Gujarat Titans
→ first foreign PE investor in Indian cricket.

9. IPL as Festival Marketing

• Advertisers call IPL “India Ka Tyohaar” – brands launch
campaigns just like during Diwali.

10. Global Expansion Idea

• IPL model is being studied by other sports leagues
worldwide (like UAE T20, US Major League
Cricket).
 Case Study

When Chennai Super Kings (CSK) was

banned from the IPL for two seasons
(2016 & 2017) due to the 2013
betting scandal, it had a direct and
indirect revenue effect on the league,
franchises, sponsors, and broadcasters.
 Loss of Fan Base Revenue:
• CSK had one of the largest and most loyal fan bases in IPL. Ticket sales,
merchandise, and stadium revenue in Chennai and across India fell
sharply.

 Broadcasting Revenue Dip:

• Broadcasters faced reduced TRP ratings because CSK matches used to
bring higher viewership. Less viewership meant lower advertising value.

 Sponsorship Concerns:
• Brands associated with CSK lost visibility for two years, and IPL also faced
reduced sponsor interest due to the absence of such a popular team.
 2. Franchise Revenue
Impact

 CSK as a franchise lost two years of operating

revenue (ticket sales, sponsorships, prize money,
merchandise).

 Players had to be reallocated to Rising Pune

Super giants (RPS) and Gujarat Lions (GL), but
these new
teams didn’t generate the same brand value,
reducing
overall commercial appeal.
 3. BCCI & Organizers

 BCCI faced reputation damage as fans criticized IPL’s credibility.

 Financially, there was a short-term revenue dip, though the

introduction of RPS & GL minimized
some losses.

4. Overall
Market Effect
 The brand value of IPL dropped in 2016 compared to earlier years.

 According to financial reports, the ban led to an estimated loss of

 CONCLUSION

When CSK was banned, the IPL saw reduced broadcast revenue,
sponsorship interest, merchandise sales, and overall brand
value, because CSK was one of the most marketable teams.
1. Expansion of Teams & Markets
 Possibility of adding new franchises (Tier-2 Indian cities, 5. Stronger Brand Collaborations
international teams).  IPL expected to attract global brands
 IPL could expand into global markets (US, Middle East). (Amazon, Apple, Meta) for advertising &
sponsorship.
 Cross-industry partnerships (sports + OTT +
2. Digital First League e-commerce).
 More focus on OTT & digital streaming (AI-driven,
personalized ads).
 AR/VR experiences → “Virtual Stadiums” for fans 6. Sustainability & CSR
worldwide.  Eco-friendly stadiums & green initiatives to
balance commercialization.
 Greater community outreach → youth
3. Global Franchise Networks
 IPL teams building multi-country brands (MI, KKR, CSK cricket development.
already in SA20, CPL, UAE T20).
 IPL model may become template for world T20 7. Financial Outlook
leagues.  By 2030, IPL could be valued at $25–30
billion, making it the biggest cricket
4. Emerging Revenue Streams product globally.
 NFTs, Fan Tokens, Metaverse watch parties → new
 CONCLUSIO
N
 The Indian Premier League (IPL) is not just cricket — it is a
global business empire.
 Its innovative revenue model (broadcasting, sponsorship,
merchandising, digital) makes it one of the richest sports leagues
in the world.

 IPL drives economic growth, boosts tourism, and creates employment

across industries.

 Despite challenges like commercialization and player workload, it

remains a benchmark for sports-business success.

 Looking ahead, IPL is set to grow into a $25–30 billion global

brand
with stronger digital, global, and sustainable initiatives.
 INDIAN
PREMIER LEAGUE

THANK YOU!