If IPL remains the hottest sports property in terms of reach and commercial value, it is not just for the passion for the game that is often termed a “religion in India”. The BCCI, owners of cricket world’s richest and most lucrative commercial property, are spending a fortune on the marketing of the T20 league.
There is a ₹ 50 crore budgetary provision for sales and marketing of the ongoing IPL 2019 season, news agency IANS has reported citing accessed documents. There are additional marketing and sales spending by the eight IPL teams, host broadcaster Star Sports and the brands which aggressively market their association with the league and the teams.
The Indian Premier League (IPL) is considered one of the most lucrative tournaments in the world. But even the premier T20 league needs to be promoted and advertised. And the Board of Control for Cricket in India (BCCI) kept aside Rs 50 crore for advertisement and promotion of the 12th edition of the league.
The BCCI has also had the similar ₹ 50 crore marketing budget for the IPL 2018.
The marketing initiative is primarily launched in two phases – before the tournament and then prior to the start of the knockout phase. “It is basically done in two phases. While 80 per cent of it is done in the months leading to the tournament, the next major part is done ahead of the playoffs. The various advertisements that you see in the newspapers as well as the hoardings on the sides of the streets are a part of the whole process,” an anonymous BCCI functionary has told the agency.
“What you see on the television is their prerogative. We are mostly looking at reaching the fans not through the television. Also, an attempt is made to reach the Tier-II cities because while people in the metropolitan cities are already aware, those in the other cities also need to be reached and told as to when the tournament starts and other things on those lines.”
Star Sports 1 Hindi, broadcasting the live Hindi feed of the IPL games, has been the most watched Indian channel across all genres ever since the league has started on March 23.