Brand Finance has reported Indian Premier League net worth at a record of $ 5.7 billion. Star India Chairman and Chief Executive Uday Shankar highlight how IPL’s official streaming platform Hotstar has made a significant contribution to this growth.
Star India’s OTT platform, which streamed Star Sports IPL feed LIVE, has surpassed 400 million downloads. Uday Shankar believes the video on demand platform has succeeded in discovering cricket’s “next growth mountain”.
“We have taken it (IPL) from that plateau that discovered the next growth mountain for cricket by going even deeper – and that is a route everyone will have to go through,” businessinsider.in has quoted Uday as saying as the IPL has registered best ever growth during the past two seasons of the league’s broadcast on Star Sports network channels and Hotstar.
As for the growth of the brand IPL, Director of Brand Finance Savio D’Souza says “now into its 13th edition, IPL is a brand that continues to deliver for its fans, investors and cricketing prowess. This year’s winning margin could not have been more dramatic with the Mumbai Indians beat the Chennai Super Kings by just one run! This year’s tournament ran up over 330 billion minutes of broadcasting time and logged 300 million viewers into the streaming service over a span of 44 days”.
Chennai Super Kings is the most-valuable IPL brand with a value of $ 75.3 mn – up 16.4% from $ 64,7 mn last year. Kings XI Punjab at $ 41.7 mn is reported as the IPL team with the least value.
|INDIAN PREMIER LEAGUE – TEAMS BRAND VALUE (Value in mn $)|
|No.||Team||Value 2019||Value 2018||Annual Growth||Overall Growth|
|1||Chennai Super Kings||75.3||64.7||16.4%||90%|
|2||Kolkata Knight Riders||66.5||61.7||7.7%||59%|
|6||Royal Challengers Bangalore||50.8||49.2||3.2%||36%|
|8||Kings XI Punjab||41.7||40.1||4%||13%|
While CSK also remain IPL’s strongest brand with a 71AA rating points, reigning champion Mumbai Indians have moved up five notches to the second position with 70.4 AA rating, followed by Delhi Capitals (69.1 AA -, up 8); SRH (66.2 AA-, down 3); KKR (66.2 AA-, down 4); RCB (64.9 AA-, down 2); KXIP (63.4 A+) and RR (62.8 A+, down 6).
The IPL teams will still have a long way to go for catching up with the leading sports leagues. As the consolidated value of the eight IPL teams at $321 million is way below the leading five football leagues – English Premier League ($7,472 mn); Spanish LaLiga (4,238 mn); German Bundesliga (2,952 mn); Italian Serie A (2,100 mn) and French Lique1 (1,574 mn).