Twenty20 has taken the cricketing world by storm since its inception in 2003. It has quickly become a permanent part of both the domestic and international cricket calendars and has reignited and attracted wider interest in this most gentrified of sports. The BCCI’s introduction of the Indian Premier League with its $1 billion television deal and player auctions has generated a level of hype and razzmatazz never seen before in the game of cricket that is akin to established football, basketball and baseball franchises.
For the first time, Intangible Business, the leading international brand valuation specialist, and MTI Consulting, the management consultancy and Intangible Business’ partner in the Indian markets, have carried out in-depth analysis into the values of these new brands. Significant sums have been invested in acquiring the team franchises and the race is on to capture the hearts and minds of cricket fans to develop a strong club culture modelled on the success of the world’s most popular sports brands. While the playing squads will change and the success of each team will fluctuate over time, the brand is the constant that unites supporters and is ultimately responsible for driving the long-term commercial sustainability and success of the IPL franchises. Which of the IPL franchises will become Twenty20’s equivalent of Manchester United, Real Madrid or LA Lakers? In this first report on the value of the IPL franchise brands Intangible Business and MTI Consulting identify the early pace setters and consider the attributes needed to develop a successful sports franchise.
