bollywood in cricket

8/8/2019 Bollywood in Cricket

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Presented byBilal Godil Kaveri GuptaS. Akhil Shashwat JainSmriti Krishna Vivek Rathi


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Two Obsessions of India

Bollywood Cricket


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IntroductionBollywoods relationship with cricket is not new.

However the IPL brought the relationship to a

new heightMany bollywood celebrities are directly or

indirectly associated with IPL


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ContLaunched by BCCI on the line of Footballs English Premier League and

National Basketball League (NBA) of the US.

Professional Twenty20 cricket league created and promoted by BCCI andbacked by ICC.

8 teams, 44 days, and 59 matches.

Total base price for auction was $ 400 million and fetch $ 723.59 million.

Most expensive franchise is owned by Mukesh Ambani - $ 111.9 million.

MS Dhoni and Andrew Symonds emerged as the costliest Indian and

overseas player respectively.


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ContDLF Universal secured exclusive rights to the IPL title

sponsorship worth Rs. 200 Cr (over $50 mn) for 5 years.Indias Sony Television network and Singapore based WSG

secured broadcasting rights at a cost of $ 1.026 bn for 10years.

Bring income of $ 1 bn to BCCI over a period of 5 to 10 years,out of which 40% will go to IPL, 54% to franchise, and 6% asprize money until 2017.

Out of $ 1.026 bn, $ 918 mn to BCCI and $ 108 mn for thepromotion of the tournament.

20% would go to IPL, 8% as prize money, and 72% would bedistributed to the franchisees until 2012.

Double round-robin and knockout.


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Profit or Loss?FranchiseFranchise RevenuesRevenues

(in Crores)(in Crores)

ExpensesExpenses

(in Crores)(in Crores)

Profit/loss (inProfit/loss (inCrores)Crores)

PricePrice

(USD)(USD)

Mumbai IndiansMumbai Indians 6969 8585 Net Loss 16Net Loss 16 $ 111.9 mn$ 111.9 mn

Royal ChallengersRoyal Challengers

BangloreBanglore

4545 8888 Net Loss 43Net Loss 43 $ 111.6 mn$ 111.6 mn

Hyderabad DeccanHyderabad DeccanChargersChargers

6464 8282 Net Loss 18Net Loss 18 $ 107 mn$ 107 mn

Chennai Super KingsChennai Super Kings 72.872.8 7373 Net Loss 0.2Net Loss 0.2 $ 91 mn$ 91 mn

Delhi DaredevilsDelhi Daredevils 70.470.4 7777 Net Loss 6.6Net Loss 6.6 $ 84 mn$ 84 mn

Kings XI PunjabKings XI Punjab 6666 68.468.4 Net Loss 2.4Net Loss 2.4 $ 76 mn$ 76 mn

Kolkata Knight RidersKolkata Knight Riders 8989 7676 Net Profit 13Net Profit 13 $ 75.09 mn$ 75.09 mn


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Bollywood makes cricket

shine!!Bollywood adds glamour

Opening ceremonies glitters byvarious performances by

bollywood actorss

Various events conducted onlarge basis majorly headed bybollywood actors likes ipl nights.


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RESEARCHANALYSIS


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How many follow IPL matches onTV

Exhibit 1: Did You Follow IPL Matches on TV

17%

83%

No Yes

A research wasconducted by Deepak

Jain across 400 peoplein the city of Nagpur.

83% said Yes and 17%No


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Cont44% did not miss a

single match, 38%favorite teams

matches only, 12%match highlights, and6% only on holydays,sundays and weekends

Exhibit 2: Matches on TV Frequency

6%

44%38%

12%

Matches highlights only All the matches (daily)

Matches of favorite teams only only on holidays/Sundays/Weekends


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58% found a sustained

interest levelthroughout the match,

34% surfed throughthe channels and 8%are not interested

Exhibit 3: Sustained Le vel of Inter es t

Throughout

8%

58%

34%

To an extent Yes No


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63% because of crisptiming, 29% othersfactors attract them,

5% said that Bollywoodstars tempted them towatch, and 3% foundentertainment value

5

63

3

29

0

10

20

30

40

50

60

70

Percentag

e

Bollywood

stars

Entertainment

value

Factors

Exhibit 4: Attraction Factors


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Marketing Strategiesglimpse of bollywood actors increasesthe revenue of the stadium

Since it has a large potential massaudience, IPL is very attractive as a

marketing communications opportunity,especially for advertisers and sponsors

The league functions under a number offranchises. Each franchisee is responsiblefor marketing its team to gain as large a

fan-base as possible.The fan-base willgenerate large TV revenues.


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ContThere is a huge opportunity for merchandising e.g.

sales of shirts, credit cards and other fanmemorabilia

Marketers believe that the teenage segments needto be targeted so that they become the long-termfan-base

attracting the movie stars like Shah Rukh Khan,

Preity Zinta and Shilpa Shetty along with highlyplaced industrialist as team owners, ensured amplemedia and public interest which further contributedto the success of the event


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Impact of Bollywood on

CricketWith the commence of

bollywood in cricket itnot only attracted the

hardcore cricket loversbut many wereattracted by theglamour of it.

Indian economy wasbenefited the most


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On the other handtest matches weremost affected.


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bollywood in cricket

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