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THE IPL WAS WELL MARKETED

Introduction
IPL a franchised T20 cricket league consisting of 11 teams is the most shortened version of the cricket – 20 overs (or 120 balls) per side – and is played under a three hour timeframe. IPL was founded by BCCI and it’s into its eighth season and is very successful. IPL became the world’s most viewed T20 league in 2010. The estimated brand value of IPL was to be around US$7.2 billion in 2014. It bring forth players from different national teams, lured them with enormous pay checks through the process of auctioning, tie up with huge brands that advertised during the premium timeslots over the Televisions, introduced cheer leaders to the sport and got its way into the cricketing schedule.
IPL catered to the mentality of the increasingly busy consumers by reducing the length of the game making it more innovative and enterprising. The T20 format was already existed in countries like the West Indies, England etc., but IPL brought in the exciting new feature of owning a franchise, as in the case of English Premier League, and have consumers support the franchises of their choice irrespective of players in the team. The experience was so tempting and extremely difficult to resist for a normal consumer. The shortened version of the game, the big names on the cricket field from all around the world, the celebrity factor and the cheer leaders made cricket fans hooked in front of the TV.
What made IPL a success? * In India Cricket is more popular than its national sport, whose economy is growing have enormous potential for the game. * IPL brought style and entertainment loud music, fireworks and cheerleaders created a fun environment for the fans. * IPL attracted the best talents locally and from overseas, which guaranteed quality entertainment. * As the teams were pertaining to a specific region like Rajasthan Royals, Chennai Super Kings, it appealed to the emotion and created a sense of loyalty among the fans of that region. For e.g., CSK has huge following and loyalty of fans from Tamilnadu. * IPL was aimed at youth and middle aged people. * Unlike World Cup or any other cricket tournament, every single time the winner is an Indian team which create a sense of pride among the fans. * IPL was scheduled during the months of April and May, so that they can guarantee the viewership of the youngsters who will be having holidays then. * Games were kept between 7.30 PM and 11 PM so that they could get the viewership of the working class people. * IPL as effectively utilized social networking sites (Facebook, Twitter etc.) for its promotion. * The franchisee ownership model, tender process, composition of teams, the auction process kept the customers gripped and more enthusiastic. * IPL was the first sports event to have broadcasted live on YouTube * IPL got huge Publicity through word of mouth * IPL accessibility was very high as anyone with a TV at home could see it and it doesn’t cost anything which made it more appealing to the people. * IPL has done really well is to maximize television rights and sponsorship revenues. The broadcast rights for the inaugural season were sold for more than $1 billion * The owners of the teams were film stars which also was very attractive to its customers.

Controversy
Though IPL was successful there were many controversies surrounding it. * Sashi Tharoor, Minister of State for External Affairs resigned in a dispute over finance in the Kochi IPL franchise. * , Lalit Modi, IPL commissioner was accused of corruption and was suspended by BCCI. * two IPL teams, Rajasthan royals and Punjab king Xl, were expelled in an ownership row

Conclusion
IPL was amazingly well marketed but not as a cricketing event, rather it was marketed as an entertainment event. The increasing number of controversies are stripping the fun of the game for the customers. In order for IPL to remain successful, they need to bring forth newer strategies to attract the fans.

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References https://en.wikipedia.org/wiki/Indian_Premier_League http://www.mapsofindia.com/my-india/cricket/ipl-what-makes-it-successful https://cricket.yahoo.com/blogs/yahoo-cricket-columns/why-ipl-success-292.html http://www.sportsnetworker.com/2011/01/25/indian-premier-league/ http://economictimes.indiatimes.com/opinion/indian-premier-league-is-largely-a-marketing-success/articleshow/3060822.cms

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