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IndexSr.No. Contents1)2)3)4)

5)Historical BackgroundIndian premier league as:business controversy.IPL as a case for managementstudents.core facts of IPLWhy IPL is looked as a case forbusiness controversy.

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The Board of Control for Cricket in India (BCCI) is the apex bodygoverning the cricket in India. The board was formed in 1929, and has beenregistered under Tamil Nadu societies Registration Act.As the member of International cricket council it enjoys the right tochoose the players, umpires, & allied officials for international events, andlevies the control over them.

BCCI has state cricket associations as the members for instance Maharashtracricket association, Mumbai cricket association. The President of BCCI isSharad Pawar& Niranjan Shah is the secretary.

The Indian Premier League is a Twenty20 cricket competition created bythe Board of Control for Cricket in India (BCCI). The first season of theIndian Premier League commenced on 18 April 2008, and it will end on 1June 2008 when the final is played at the DY Patil Stadium, Navi Mumbai.

Lalit Modi is the man behind the scene, who has brought out the dreamconcept in reality. Under Robin round teams will play twice against each

other and the top four teams will be heading to the semi finals. Final will beplayed in Navi Mumbai on DY Patil stadium on 1st June, 2008.

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Indian PremierLeague (IPL): theBusinessControversy

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Indian premier league (IPL): the Business Controversy

The Indian premier league (IPL) is a miracle in the world cricket. Wehave experienced the drastic changes in cricket after the evolution of newcricket concept the t-20 cricket.

Lalit Modi is the man behind the scene, who has brought out the dreamconcept in reality.lets not talk about the history of Indian premier league. Letus see how IPL is the case for marketing controversy.

Marketing controversy either way, the end result is unparalleledcoverage; residual awareness of your product, which later most definitelytranslates into brand recall, and even sales.

Business controversy is the situation where in new entrant in the marketcovers up the entire field and establishes itself as a new brand in a very short

span of time affecting the existing ones directly or indirectly.Controversy could be an amazingly low cost marketing tool that makes forthe phenomenal media coverage and can be very effective if managed well itreaches the minds of the masses and will be of immense help in eliminatingthe odd dose of adverse publicity in the short term.

IPL: the DLF Indian premier league is a big drama which has involved hugeamount of money and intellectual capital. In the first week of April2008, ,Indians woke up to headlines screaming that the newly launched IndianPremier League could, well, face a total media boycott an unthinkablesituation in a country where cricket is not a sport but a religion.

The IPL has entered the cricketing business through various controversies.

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The controversies with media about the photographs & with other cricketboards like Australia, New Zealand and England for signing their playersand county cricket. This helped IPL to get the media coverage and peoplesthought.IPL: The Case Formanagement Students.

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Let us take a look at IPL as the management case. This would be discussedwith reference to the functional areas management viz.

Marketing managementFinance managementProduction management

Humana resource management

Marketing management

One can legitimately claim that an IPL is the best example to learn themarketing as it has not left a single mod of promoting and positioning theservice product for cricket fans. Cricket is a religion in India and IPL is aPrasad to Indian cricket worshipers.Not only Indians but through out the world the game has been promoted.Some of the marketing strategies (that are broadly seen & made the league acase for business revolution) are as mentioned below.

1)Auctioning the franchisees: the first step of giving franchisees tosome big guns in India like Mukesh Ambani, Shahrukh Khan, VijayMallya and the likes, which fetched huge public attention and helpedcreating curiosity in their minds.

2)Auctioning the players participating in the IPL tournament: BCCIhas not any let any marketing strategy go down they announced theamounts for players by asking a bid by some sponsors, players likeMahendra Singh Dhoni,S.Shrisanth, R.P.Singh, Sachin Tendulkar,Sourav Ganguli, Rahul Dravid called for a huge amount, that

eventually gave the IPL a publicity stunt.

3)Advertisements on various TV and radio channels.

4) Cheerleaders: one cant deny the fact that cheerleaders are one of themost important factors influencing the people to come watch thegame.

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5) Worldwide telecast: the broadcasting rights were given to various TVchannels across the world. The names of some channels and theamount involved would be shown in the table ahead.

6) Locations: the venues selected for the games are the cities of whichthe franchisee is named after.

7) Conflicts with some media partners and some other cricket boardsagain demanded the attention of people.8) Timing: time selected for the game is in the evening so that people canhave a great entertainment after the hectic experience in the offices.

9) ICL: the rival ICL had been one of the reasons for the publicity andemergence of IPL. People started comparing the IPL & ICL thatcaused the huge publicity for the IPL.

10)Franchises taken by film stars like Shahrukh Khan, Pretty Zinta, juhi

chawla etc are the center for attraction.

11)Opening ceremony gala.12) Live concerts like one show by Hariharan before Chennai and

Mumbai match.

Production management:

The IPL is a concept sale product.The production of IPL as a service product is exemplified by the merevolume of the production of revenue from every aspect of the game.

Teams, players and every small aspect related to IPL has become a IPL

product.Factors like material management for stadiums, players,Facilities arrangement for players, spectators, Guests, etc transportationmanagement and allied activities require a proper management and BCCIhas made all possible efforts to provide with the best facilities to everyonefrom spectators to players and third parties involved.Financial management: The investment decision in IPL by The Board ofControl for Cricket in India (BCCI) is a daring financial decision whichrequired damn financial planning. The return on investment calculationwould have given the proper idea of the financial planningIPL has collected the huge money thorough sponsorships to teams andplayers, telecasting rights, advertisement banners and hoardings, and otherallied activities. Even small aspect related to the IPL has become the productfor IPL and fetched the money. This requires the management of fundscoming in and going out, analysis of rise and fall in actual revenue and

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expected revenue. Further planning for funds and budgeting. Allocation ofthe funds to franchisees & players, payment of wages, etc. are the financialactivities. These revenues generated from sponsorships and other activitiesfall under the Central Pool, 40% of which will go to IPL, 54% distributed tofranchisees and 6% to prize money. The money will be distributed in theseproportions till 2017, after which the share of IPL will be 50%, franchisees

45% and prize money 5%.

HUMAN RESOURCE MANAGEMENT:

One can imagine how much human capital is required to make this event ahappening.BCCI has been efficient and effective organization for managing the humanresource. Labors like grounds men, security guards,Managers and other human factors everyone has been given the specialattention and has been managed effectively by BCCI.One cant deny the relationship management is the important aspect intodays business scenario, there is no need to give any explanation on

BCCIs relations with all parties involved in the IPL.

Organizational culture: the discipline and code of the conduct, playersinvolvement in the games promotion, the governance of BCCI gives thelook of well developed and sound organizational culture.

The explanation above is more than enough to explain the IPL as case formanagement students.

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Some important factsand figures of IPL

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TELEVISION RIGHTS

WinningBidder Regional Broadcast Rights Terms of DealSony/World

Sport Group Global Rights, India 10 years at USD1.026 BillionNetwork Ten Free-to-air television in Australia 5 years at AUD10-15 Million.Setanta Sports United Kingdom and Ireland on a subscription basis 5 years, termsnot disclosed.Arab DigitalDistributionMiddle East broadcast rights on ADD's ART PrimeSport channel. Will broadcast to United ArabEmirates, Bahrain, Iran, Iraq, Jordan, Kuwait,

Lebanon, Oman, Qatar, Palestine, Saudi Arabia,Syria, Turkey, Algeria, Morocco, Tunisia, Egypt,Sudan and Libya.10 Years, termsnot released.Willow TV Rights to distribute on television, radio, broadbandand Internet, for the IPL in North America.5 years, termsnot released.Super Sport South Africa broadcast rights Terms notreleasedGEO Super Pakistan broadcast rights Terms notreleased

AsianTelevisionNetworkCanadian broadcast rights. Aired on ATN's CBN &ATN Cricket Plus channels on a subscription basis.Aired on XM Radio's ATN-Asian Radio as well.5 years, termsnot released

Franchisees

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Franchise Owner(s) Price (USD)MumbaiIndians Mukesh Ambani and Reliance Industries Limited $111.9 millionRoyalChallengersBangalore

Vijay Mallya and UB group $111.6 millionHyderabadDeccanChargersDeccan Chronicle $107 millionChennai SuperKings India Cements and N Srinivasan $91 millionDelhiDaredevils GMR Holdings $84 millionKings XIPunjabPreity Zinta, Ness Wadia, Karan Paul (Apeejay

Surendera Group) and Mohit Burman (Dabur) $76 millionKolkata KnightRidersShahrukh Khan, Juhi Chawla Mehta and Jai Mehta(Red Chillies Entertainment) $75.09 millionRajasthanRoyalsEmerging Media: (Manoj Badale, Lachlan Murdoch,Suresh Chellaram) $67 milliSon

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Sponsorship rights

Indian real estate developer DLF Universal secured exclusive rights to theIndian Premier League title sponsorship worth INR 200 crore (over US$50million) for five years. Hero Honda has been selected as an associatesponsor for five years in a deal worth US$22.5 million.

In addition, soft-drink giant Pepsi secured the title as the tournament'sOfficial Beverage by signing a five year deal worth USD 12.5 Million. Theproceeds of the latter are to be shared equally by the league's franchiseowners. [

Kingfisher Airlines has been named IPL's umpire partner with rights toadvertise of umpire's clothes and also sponsoring third umpire decisions forfive years. The deal is worth Rs. 106 crores (appx. US$ 26.5 million)

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WHYIPL IS LOOKED ASA CASE FORBUSINESSCONTRAVERSY?Some of the reasons are; Why IPL is a case for business controversy?

1) It has penetrated the entertainment industry as manoranjan ka baap.

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2) Every associate is benefited from IPL.

3) Market share of sponsors have experienced good results.

4) Restaurants in metros have experienced the growth in orders for their

food products.

5) Sony entertainment television has experienced the tremendous growth

in TRP over all the TV channels.

6) Other cricket boards like Pakistan cricket board are planning to open

their own leagues.

7) It has brought the revolution in cricket world.

8) IPL has been in publics mind for every small affaire and that has

brought a change in media.

9) IPL has gotten the huge media coverage.

10)Franchisees signing a player have to keep him in the team irrespective

of the performance of the player.

Given the controversies involved with the IPL (as they are publicity stuntsfor IPL) this makes for a study of the case business controversy

(References: The Hindustan times, internet, BCCIs official website,wikipedia)

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