<ul><li><keyword id="3820" type="General" weightage="80" keywordseo="mukesh-ambani" source="Orion">Mukesh Ambani</keyword> has set his eyes on the <keyword id="6354312" type="General" weightage="20" keywordseo="ipl" source="Orion">IPL</keyword> broadcast and streaming rights auction, which is set to happen in June this year. </li><li>In this regard, <keyword id="10924" type="General" weightage="100" keywordseo="ambani" source="Orion">Ambani</keyword> has raised ₹13,500 crore from James <keyword id="49627" type="General" weightage="80" keywordseo="murdoch" source="Orion">Murdoch</keyword> and <keyword id="105547" type="General" weightage="50" keywordseo="uday-shankar" source="Orion">Uday Shankar</keyword>’s investment platform, Bodhi Tree Systems. </li><li>We evaluate the options available for the trio of Ambani, Murdoch and <keyword id="4458" type="General" weightage="80" keywordseo="shankar" source="Orion">Shankar</keyword>, and the competition that they are up against. </li></ul>Mukesh Ambani, India’s second richest person, has now set his aim on winning the Indian Premier League (IPL) broadcast rights, boosting his war chest with a ₹13,500 crore investment from James Murdoch – the son of media mogul Rupert Murdoch – and former Walt Disney veteran Uday Shankar. The investment will be done by Bodhi Tree Systems, an investment platform run jointly by Murdoch and Shankar. As part of the deal, Bodhi Tree will acquire a stake of nearly 40% in Viacom18, the joint venture between Reliance’s TV18 and ViacomCBS, now called Paramount Global. “James [Murdoch] and Uday’s [Shankar] track record is unmatched. For over two decades, they have played an undeniable role in shaping the media ecosystem in India, Asia, and around the world. We are very excited to partner with Bodhi Tree and lead India’s transition to a streaming-first media market,” said Mukesh Ambani, chairman, Reliance Industries. In the run up to bidding for IPL broadcast rights, Viacom18 has set up a sports channel called Sports18, and appointed Star Sports’ Anil Jayaraj as the chief executive officer, sports. Currently, Sports18 is airing matches from the NBA (National Basketball Association), LaLiga and the FIFA World Cup. But to really gain traction in India, it will have to start offering cricket broadcasts, and there’s no better way to do it than win the IPL streaming rights going up for auction now. <div type="Article" hostid="261" msid="91119786" title="The big gets bigger – Mukesh Ambani’s Reliance Industries crosses ₹19 lakh crore in market cap" mstype="2" mssubtype="0"></div> Bidding for the IPL satellite television and digital streaming rights will begin on June 12. Star India, the current holders of IPL rights, won the bid for the ongoing term in 2018 for ₹16,300 crore for five years, under the leadership of Uday Shankar. With Shankar throwing his weight behind Viacom18, Ambani’s statement about making India a streaming-first media market, and Viacom18 buying the invitation-to-tender (ITT) document, it is likely that the company could bid for IPL digital streaming rights. Prior to Star India, Sony held the broadcast rights for the first ten 10 seasons of IPL, from 2008 to 2017, with the contract valued at $1.03 billion. It might seem like a steal compared to Star India’s bid for 2018-2022, and more so, compared to the base price for the 2023-2027 term. <cmsannotation type="cmsannotation" annotationid="Ambani’s Viacom18 is up against giants like Disney, Sony and others" comment="subhead" text="Ambani’s Viacom18 is up against giants like Disney, Sony and others">Ambani’s Viacom18 is up against giants like Disney, Sony and others</cmsannotation> According to a report by the <a href="https://timesofindia.indiatimes.com/sports/cricket/ipl/top-stories/ipl-media-rights-big-boys-on-board/articleshow/90654844.cms">Times of India</a>, Viacom18, apart from media giants Disney, Sony, Zee and even Amazon, has bought the IPL tender document already. Interestingly enough, iPhone maker Apple could also reportedly buy the document, although it’s unclear if it is merely to test the waters or if it is actually serious about bidding. It is worth highlighting that Mukesh Ambani already owns Mumbai Indians, the most successful IPL team, and also <a href="https://www.businessinsider.in/sports/news/here-are-the-ipls-most-valuable-teams-according-to-a-forbes-report/slidelist/91117759.cms">the most valuable</a>. BCCI has set a base price of the complete IPL broadcast and streaming rights package at ₹32,890 crore. The full package has been divided into four buckets, namely: <ol><li>Indian subcontinent television (all matches). </li><li>Indian subcontinent digital (all matches). </li><li>Indian subcontinent digital (18 matches). </li><li>Rest of the world. </li></ol>Interestingly enough, the winner of the A package will have the right to re-bid for the B package, giving it another chance to mop up the streaming rights. This could lead to fierce bidding for the A package, and drive up the prices. With bigwigs like Disney, Sony and Amazon in the fray, the trio of Ambani, Murdoch and Shankar have their task cut out. SEE ALSO: <a href="https://www.businessinsider.in/business/news/gautam-adani-is-now-as-wealthy-as-bill-gates/articleshow/91115934.cms">Gautam Adani is now as wealthy as Bill Gates – rally in Adani group companies makes him the fourth richest person in the world</a> <a href="https://www.businessinsider.in/business/corporates/news/adani-green-is-now-more-valuable-than-state-bank-of-india/articleshow/91093002.cms">Adani Green is now more valuable than State Bank of India – here's why</a> <a href="https://www.businessinsider.in/stock-market/news/reliance-industries-market-cap-cross-19-lakh-crore-check-out-ril-share-price-target-and-more/articleshow/91119786.cms">The big gets bigger – Mukesh Ambani’s Reliance Industries crosses ₹19 lakh crore in market cap</a>

With an eye on IPL, Mukesh Ambani boosts his war chest with a ₹13,500 crore investment from Murdoch

<ul><li>An open bidding war for the broadcasting rights of the Indian Premier League is expected to commence on June 12, 2022.</li><li>Media companies will first place their bets for television broadcasting rights on June 12. A day later, digital rights will be available for bidding.</li><li>As per financial advisory firm Elara Capital, media rights could escalate at least by three to four times to ₹500-600 billion.</li></ul>It’s a showdown between <keyword id="3820" type="General" weightage="20" keywordseo="mukesh-ambani" source="Orion">Mukesh Ambani</keyword> and Disney as Jeff Bezos’ <keyword id="18635" type="General" weightage="20" keywordseo="amazon" source="Orion">Amazon</keyword> has reportedly backed out of the IPL broadcasting rights auction even before the first delivery is bowled. According to a report by <a href="https://www.bloomberg.com/news/articles/2022-06-10/amazon-plans-to-pull-out-of-7-7-billion-race-for-cricket-rights">Bloomberg</a>, Amazon has decided to throw in the towel and withdraw from the heated bidding race. Earlier, two of the world’s richest men, Jeff Bezos and Mukesh Ambani were expected to clash on the battlefield once again. With Bezos out of the picture, odds seem to be in the favour of Ambani’s Reliance. So, the strongest contender for Ambani is Walt Disney Co., which held the rights until this year’s just-concluded season, and <keyword id="6358540" type="General" weightage="20" keywordseo="sony" source="Orion">Sony</keyword> Group Corp. Ambani has already raised nearly $2 billion to take on Disney and Sony However, Ambani has already started preparing for the war. He has <a href="https://www.businessinsider.in/business/news/with-an-eye-on-ipl-mukesh-ambani-boosts-his-war-chest-with-a-13500-crore-investment-from-murdoch/articleshow/91141584.cms">raised ₹13,500 crore</a> from James Murdoch and Uday Shankar’s investment platform, Bodhi Tree Systems to strengthen his bid. Locking horns with the giant Viacom18 and Disney are Zee, Alphabet and an unnamed company, who have bought the Invitation to Tender (ITT) and will be getting onto the battlefield this weekend. Half a billion eyeballs and billions of rupees in revenue – why <keyword id="3431374" type="General" weightage="20" keywordseo="ipl-broadcast-rights" source="Orion">IPL broadcast rights</keyword> are so hot The broadcasting rights for India’s most coveted sporting event Indian Premier League, which attracts over <a href="https://theprint.in/economy/the-big-fight-between-ambani-bezos-over-7-7-billion-ipl-telecasting-steaming-rights/990887/">600 million</a> views, will be up for grabs on June 12 for the next cycle 2023-27. The five-year telecasting and online streaming contracts have attracted several bidders this year. Whoever wins the broadcasting rights, will add a crown jewel to their content pipeline and dominate the streaming market. According to financial advisory firm Elara Capital, media rights could escalate at least by three to four times to ₹500-600 billion for the next cycle, a growth of three to four times. “The number of matches is expected to move up towards 94 in the last year of the five year cycle. The first two cycles will have 74 matches, next two years will see 84 matches, which means there will be 84 matches on average per year. So, the number of matches has gone up more than the previous cycle by 40%,” said Karan Taurani, senior VP of Elara Capital. Star India, the current holders of IPL rights, won the bid for the ongoing term in 2018 for <a href="https://www.businessinsider.in/business/news/with-an-eye-on-ipl-mukesh-ambani-boosts-his-war-chest-with-a-13500-crore-investment-from-murdoch/articleshow/91141584.cms">₹16,300 crore for five years</a>, under the leadership of Uday Shankar. Prior to Star India, Sony held the broadcast rights for the first ten 10 seasons of IPL, from 2008 to 2017, with the contract valued at<a href="https://www.businessinsider.in/business/news/with-an-eye-on-ipl-mukesh-ambani-boosts-his-war-chest-with-a-13500-crore-investment-from-murdoch/articleshow/91141584.cms"> $1.03 billion.</a> It might seem like a <a href="https://www.businessinsider.in/business/news/with-an-eye-on-ipl-mukesh-ambani-boosts-his-war-chest-with-a-13500-crore-investment-from-murdoch/articleshow/91141584.cms">steal compared</a> to Star India’s bid for 2018-2022, and more so, compared to the base price for the 2023-2027 term.

It’s Ambani vs Disney vs Sony as Amazon plans to back out on the eve of IPL broadcast rights auction

<keyword id="6354312" type="General" weightage="20" keywordseo="IPL" source="Orion">IPL</keyword> franchise owners of teams like Mumbai Indians, Chennai Super Kings, Lucknow Super Giants, <keyword id="1494441" type="General" weightage="50" keywordseo="sunrisers-hyderabad" source="Orion">Sunrisers Hyderabad</keyword>, Rajasthan Royals and co-owners of Delhi Capitals on Wednesday were announced as winners of purchasing all six teams in South Africa's upcoming new T20 <keyword id="1910" type="General" weightage="100" keywordseo="league" source="Orion">League</keyword>. Through an official statement, Cricket South Africa (CSA) said that the six franchise owners were confirmed following a rigorous process over the past few months. The open bid process, managed by Deloitte Corporate Finance, attracted over 29 entities who expressed interest in owning a franchise worldwide. Over 10 venues were made available for interested bidders to own a franchise and all 10 of them received expressions of interest. <keyword id="45442" type="General" weightage="50" keywordseo="reliance-industries-limited" source="Orion">Reliance Industries Limited</keyword>, owners of Mumbai Indians, will operate the Cape Town team based at Newlands while <keyword id="14506281" type="General" weightage="50" keywordseo="rpsg-sports-private-limited" source="Orion">RPSG Sports Private Limited</keyword>, owners of Lucknow Super Giants, bought the Durban franchise based at Kingsmead. Sun TV Network Limited, owners of Sunrisers Hyderabad, picked Gqeberha (formerly Port Elizabeth) franchise with home venue at St George's Park while Chennai Super Kings Cricket Limited, owners of Chennai Super Kings, acquired the Johannesburg franchise with base at Wanderers. <keyword id="14506282" type="General" weightage="50" keywordseo="royals-sports-group" source="Orion">Royals Sports Group</keyword>, owners of Rajasthan Royals, bought the Paarl franchise based at Boland Park while JSW Sports, co-owners of Delhi Capitals, bought the Pretoria franchise based at SuperSport Park. Graeme Smith, the Commissioner of the new T20 League in South Africa, welcomed all the new franchise owners of the league. "We are thrilled to welcome our new franchise owners to the <keyword id="377670" type="General" weightage="50" keywordseo="south-african-league" source="Orion">South African League</keyword> taking place in January and February 2023. This is truly an exciting time for South African cricket; the overwhelming interest shows that the country remains valued in the global cricketing eco-system. "A robust bidding process was followed to select the final six owners, the decision was informed by a scorecard based on various criteria to ensure the utmost professionalism, independence, and objectivity to the process. I would like to thank Deloitte as our advisors for doing a thoroughly professional job in helping South African cricket find partners who add substantial value to our game. "The strong sports background of the respective owners and the global brands they manage ensures that South African cricket and the broader industry will benefit from their expertise and resources, as they bring stability and experience to the League." The move means that the global expansion of the IPL franchises is moving at a fast pace. Fans in South Africa will have the opportunity to watch word-class cricketers, catch a glimpse of the next generation and experience the action first-hand when the festival takes off early next year. Smith concluded by hinting at announcing the international players of the new T20 League in near future. "We have already contracted a number of leading international players who will be announced shortly. Combined with our strong South African player base, fans and stakeholders can be assured that the new League will showcase exciting talent and skill." The upcoming T20 League, which CSA will organise in association with broadcasters SuperSport in the form of a new company, will be the third time South Africa would be attempting to launch a franchise T20 league in the country. In its previous attempts, the attempt to start Global League T20 failed to happen in 2017, while its replacement, the Mzansi Super League was held in 2018 and 2019 but didn't get the big broadcast rights, with the free-to-air South African Broadcasting Corporation (SABC) getting broadcast rights for a much smaller sum, before being halted by Covid-19 pandemic. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/mobile/news/redmi-k50i-mobile-phone-review/articleshow/93001395.cms">Redmi K50i review</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/enterprise/news/netflix-is-losing-subscribers-and-hotstars-hybrid-model-can-be-right-choice-for-ott-platform/articleshow/93000111.cms">OTT platforms can survive in the Indian market if they go the Hotstar-way</a>

IPL franchise owners purchase all six teams in South Africa's upcoming new T20 League

<ul><li>Every year, brands earmark spends to make the most of the <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> which has become one of the most important sporting leagues in the country.</li><li>This year, despite problems like the postponement of the season and the change in the title sponsorship, broadcaster Star Sports has already sold 75% of its inventory.</li><li>Considering the festivities around the league and the popularity it enjoys, there is an <keyword id="9901547" type="UNKNOWN" weightage="20" keywordseo="advertising-blitzkrieg">advertising blitzkrieg</keyword> and every year we get a few memorable ads.</li><li>We try to put together a list of a few of the most memorable ads that have come out over the years.</li></ul> Ever since its launch in 2008, the Indian Premier League (<keyword id="6354312" type="UNKNOWN" weightage="20" keywordseo="IPL">IPL</keyword>) has almost become a celebration, of our country’s love for cricket. Such has become the fervor around the sporting league that it is looked at as one of the biggest marketing opportunities for brands. Over the years, the league has become a crucial event which sees a massive advertising spend. And why not? The tournament gives brands an opportunity to reach out to a massive, engaged set of audience who are glued to their television sets for the entirety of the tournament. A lot of marketing monies are spent during the season. Last year, IPL had helped broadcaster <keyword id="17943" type="COMPANY" weightage="20" keywordseo="star-india">Star India</keyword> to earn around Rs 2000 crore in advertising revenue. Therefore, when the league got postponed due to the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> pandemic this year, not only the audience, but the brands mourned too. Meanwhile, political tensions in the country also led to the dropping out of Vivo. However, with the league finally happening, things are slowly warming up. Many brands have already come on board as sponsors and the league has definitely not lost its sheen even in a year that has been very difficult. This year is expected to bring a higher viewership too and therefore advertisers are expected to go all out to make the most out of the league. So we wanted to take this opportunity and look back on some of the best campaigns that brands have come up with during the league, to grab maximum eyeballs and make their presence felt. Here are our top picks: <keyword id="15492" type="CITY" weightage="20" keywordseo="Vodafone">Vodafone</keyword> Zoozoos <div type="Youtube" id="Cr9hV81sC5M" title="Vodafone Zoozoos IPL 2013 - Vodafone &quot;Zumi Zumi&quot; (Zoozoo Celebration) - Karaoke Version" thumbUrl="https://i.ytimg.com/vi/Cr9hV81sC5M/mqdefault.jpg"></div> Star Sports’ Kanna Keep Calm <div type="Youtube" id="TrI2UXW9icA" title="Pepsi IPL 2014 - starsports.com - Kanna, KEEP CALM Music Video" thumbUrl="https://i.ytimg.com/vi/TrI2UXW9icA/mqdefault.jpg"></div> Kingfisher IPL Beatbox <div type="Youtube" id="OsM-G3A6XR0" title="Kingfisher IPL Beatbox : Oo La La La Le O - Directed by Senthil Kumar" thumbUrl="https://i.ytimg.com/vi/OsM-G3A6XR0/mqdefault.jpg"></div> <keyword id="44672" type="CITY" weightage="20" keywordseo="Pepsi">Pepsi</keyword> – Crash the Pepsi IPL <div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div> <keyword id="6354504" type="DEFINITION" weightage="20" keywordseo="reliance-jio">Reliance Jio</keyword> <div type="Youtube" id="77xaEK2Elz4" title="Jio Dhan Dhana Dhan - bringing people together through cricket" thumbUrl="https://i.ytimg.com/vi/77xaEK2Elz4/mqdefault.jpg"></div> Swiggy <div type="Youtube" id="-__hUQWh8WY" title="Our favorite uncle is back. And yet again, Swiggy comes to his rescue! Swiggy. What a delivery!" thumbUrl="https://i.ytimg.com/vi/-__hUQWh8WY/mqdefault.jpg"></div> <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> <div type="Youtube" id="akH-5adtYoA" title="Introducing Chonkpur Cheetahs!" thumbUrl="https://i.ytimg.com/vi/akH-5adtYoA/mqdefault.jpg"></div>

Throwback to some memorable IPL ads created over the years

<ul><li>The Board of Control for Cricket in India (BCCI) will walk home with ₹48,390 crore after the record-breaking bidding concluded on June 14.</li><li>Now, after the latest auction, <keyword id="6354312" type="General" weightage="20" keywordseo="ipl" source="Orion">IPL</keyword> value has <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">jumped </a>by <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">3x to ₹48,000 crore</a>, which means franchises will get a bigger cut in profits from BCCI.</li><li>From <keyword id="13880" type="General" weightage="50" keywordseo="mumbai-indians" source="Orion">Mumbai Indians</keyword> to Chennai Super Kings, here’s how <keyword id="99282" type="General" weightage="20" keywordseo="ipl-franchises" source="Orion">IPL franchises</keyword> make money from various sources.</li></ul>The Indian Premier League is probably one of the few businesses in India that will remain unaffected by soaring inflation, a global pandemic and rising interest rates. After the recently-concluded media rights auction, it is gonna be raining money for its franchises. The Board of Control for Cricket in India (BCCI) will walk home with ₹48,390 crore after the record-breaking bidding concluded on June 14. With this, India’s biggest sporting event has witnessed an <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb56/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending%2Farticleshow%2F92209726.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">increase of 3x</a> when compared to the previous cycle, with the National Football League ahead by a small margin at <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb56/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending%2Farticleshow%2F92209726.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">$17 million.</a> <div type="image" title="unnamed (3)" msid="92273397" hostid="261" caption="&amp;lt;p&amp;gt;IPL has witnessed an increase of 3x when compared to the previous cycle | BI India&amp;lt;/p&amp;gt;"></div> <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb56/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending%2Farticleshow%2F92209726.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">Disney-Star</a> retained the rights for television for ₹23,575 crore, while India’s richest man <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb56/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending%2Farticleshow%2F92209726.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">Mukesh Ambani’s </a> Viacom18 bagged two and half bundles for ₹23,750 crore including digital, non-exclusive digital rights and a few international countries. New winner Times Internet shared the international mandate with Viacom18. <div type="image" title="unnamed (7)" msid="92273430" hostid="261" caption="&amp;lt;p&amp;gt;IPL value has nearly tripled to Rs 48,000 cr | BI India&amp;lt;/p&amp;gt;"></div> Apart from the media winners, the two biggest beneficiaries of the recently-concluded auction would be the IPL teams and their franchise owners. The economics of IPL BCCI collects massive revenues from broadcasters and Over-the-top (OTT) platforms by selling media rights. It deducts its share and a big chunk of its revenues are then shared with the IPL teams. Franchises get a guaranteed <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb57/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fzee-and-sun-tv-might-not-have-won-ipl-media-mandates-but-heres-how-they-will-benefit-from-the-ipl-auction%2Farticleshow%2F92223279.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">40-50% revenue share</a> (share of ₹48,000 crore for the next cycle) from IPL’s central contract revenue pool. The final winning team of the season walks home with the biggest share of BCCI profits. Now, after the latest auction, IPL value has <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb56/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending%2Farticleshow%2F92209726.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">jumped</a> by <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb56/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending%2Farticleshow%2F92209726.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">3x to ₹48,000 crore</a>, which means franchises will get a bigger cut in profits from BCCI. According to financial advisory firm Elara Capital, the average revenue of all IPL teams is likely to grow 2x in the next five years. <div type="image" title="unnamed (4)" msid="92273457" hostid="261" caption="&amp;lt;p&amp;gt;Average revenue of IPL teams| BI India&amp;lt;/p&amp;gt;"></div> For the next cycle of IPL 2023-2027, 10 teams will get on the battleground which include two new teams Gujarat Titans and Lucknow SuperGiants. The fee and revenue share for high-demand teams like Mumbai Indians, Chennai Super Kings, Delhi Capitals is more than others as they hold better revenue potential – both in terms of sponsorship and gate receipts. Elara Capital predicts that after the recent auction, Mumbai Indians’ revenue will jump by 109.1% from ₹3,836 million to ₹8,020 million and Chennai Super Kings will see their revenue jump by 124.9%. On the other hand, Royal Challengers Bangalore and <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb57/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fzee-and-sun-tv-might-not-have-won-ipl-media-mandates-but-heres-how-they-will-benefit-from-the-ipl-auction%2Farticleshow%2F92223279.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">SunRisers Hyderabad</a> will see the biggest hike by 133.8% and 138.4% respectively than their previous revenue collection. Among the listed companies behind key franchises, Sun TV Network, Reliance Industries, and United Spirits will witness a growth in their market capitalisation as the value of their IPL teams improve. As per a recent poll conducted by <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb59/feature?url=https%3A%2F%2Fbit.ly%2F3nD94g5%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">Stocktwits</a>, 51% are bullish on media stocks after the <keyword id="90837" type="General" weightage="20" keywordseo="ipl-auction" source="Orion">IPL auction</keyword>. <div type="image" title="st poll" msid="92273478" hostid="261" caption="&amp;lt;p&amp;gt;Are you bullish on media stocks? | Stocktwits&amp;lt;/p&amp;gt;"></div> IPL franchises also earn from brand sponsorships, prize money, ticket sales revenue, and merchandise sales. Brand sponsorship Apart from media revenue discussed above, IPL franchises generate a sizeable part of their revenue through brand sponsorships. Franchises tie-up with brands to offer visibility to the brand by endorsing their logos on their jerseys, headgear and team kits. Bigger the logo, the more the money brand has to shell out. Teams also earn from other tournament-related marketing activities organised by their sponsors. Sponsorship revenue reportedly forms around <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb5a/feature?url=https%3A%2F%2Fwww.businesstoday.in%2Flatest%2Ftrends%2Fstory%2Fhow-ipl-owners-teams-franchises-make-money-all-you-need-to-know-294481-2021-04-27%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">20-30%</a> of revenue for an IPL team. Ticket sales The global pandemic affected India’s biggest sporting gala in 2020 and 2021. However, it was back with a bang this year. Now that the stadiums are full of spectators again, a small portion of ticket sales will be offered to sponsors and the BCCI, the rest goes into the team’s wallet. The ticket prices are determined based on the seating capacity of the stadium, the excitement around the event, the standard of living in the city, and so on. Ticket revenue reportedly forms around <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb5b/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fheres-how-ipl-franchises-makemoney%2Farticleshow%2F51727135.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">10%</a> of revenue for IPL teams. Prize money BCCI offers a colossal amount of prize money to the winning team. In 2018, IPL champion Chennai Super Kings took home ₹20 crore in prize <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb5c/feature?url=https%3A%2F%2Fwww.cnbctv18.com%2Fsports%2Fipl-champion-csk-takes-home-rs-20-crore-prize-money-kkr-bags-rs-125-crore-11122742.htm%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter" target="_blank">money</a>. Merchandise sales As per a ResearchAndMarkets report, India's sports equipment and apparel market is estimated to be $28 billion in 2022 and reach $40.6 billion by 2027. Each franchise sells merchandise that includes T-shirts, Caps, Wrist watches and so on and gets a share of money collected from consumers.

How IPL Teams (Franchises) make money

<ul><li><keyword id="3820" type="General" weightage="20" keywordseo="mukesh-ambani" source="Orion">Mukesh Ambani</keyword>’s <keyword id="187712" type="General" weightage="20" keywordseo="viacom18" source="Orion">Viacom18</keyword> won the digital rights of the Indian Premier League for the next five years, beating Disney <keyword id="6355599" type="General" weightage="20" keywordseo="star" source="Orion">Star</keyword> to the punch.</li><li>On the other hand, Star retained the broadcasting rights for ₹23,575 crore.</li><li>While India’s richest man <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb56/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending%2Farticleshow%2F92209726.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter">Ambani</a> has bagged two and half bundles for a premium of ₹23,750 crore, he will have to foot losses at least for the first three years.</li><li>The winner of media rights has to pay mandate acquisition charges to BCCI, invest in marketing and advertising and bear a few other hosting charges.</li><li>So, considering <keyword id="6354312" type="General" weightage="20" keywordseo="ipl" source="Orion">IPL</keyword> hasn’t been a profit-making property for streaming platforms, what makes it so attractive?</li></ul>In a bid to grab the <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms?utm_source=bi&amp;utm_medium=email_newsletter&amp;utm_campaign=Business_Insider_Newsletter">600 million</a> viewers that the Indian Premier League attracts every year, India’s richest man <a href="https://track.sendpal.in/link/track/62abe73e4cfb1f6f0a1d3647/mail/62abe4d38b0f05df4598bb56/feature?url=https%3A%2F%2Fwww.businessinsider.in%2Fbusiness%2Fcorporates%2Fnews%2Fipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending%2Farticleshow%2F92209726.cms%3Futm_source%3Dbi%26utm_medium%3Demail_newsletter%26utm_campaign%3DBusiness_Insider_Newsletter">Mukesh Ambani’s</a> Viacom18 bagged two and half bundles of media rights for <a href="https://www.businessinsider.in/business/corporates/news/how-ipl-franchises-make-money/articleshow/92273299.cms">₹23,750 crore</a>. It includes digital, non-exclusive digital rights and a few international countries. Ambani beat the erstwhile owner of digital rights Disney+ Hotstar, and along with Star, the business tycoon made IPL one of the <a href="https://www.businessinsider.in/business/corporates/news/mukesh-ambanis-viacom18-bags-digital-rights-of-ipl-while-star-grabs-tv-rights/articleshow/92181172.cms">richest entities</a> in the sporting world as its value tripled over the previous five-year cycle. The auction got so intense that Ambani and Disney-Star together paid nearly <a href="https://www.businessinsider.in/business/news/mukesh-ambani-disney-star-are-paying-11x-to-bcci-for-ipl-more-than-sony-did-during-the-first-ten-years/articleshow/92201201.cms">11 times more</a> money than Sony paid per year to broadcast IPL. Star and Viacom together would be shelling out ₹118 crore per IPL match for the next cycle of 2023-27. IPL media rights – a winner’s curse However, IPL can be a curse of sorts for the winner as they have to foot a hefty bill for content production, media acquisition, marketing costs, and other hosting expenses. Ambani’s Viacom18 might not make a profit out of IPL in the first three years of the cycle. In the fourth year, as per industry reports, the digital streaming platform is expected to break even. As per financial advisory firm Elara Capital, IPL’s content cost will remain at a huge premium of ₹10,000 crore annually. The report says that any broadcaster with such expensive rights may be unable to break even until the fourth year. Can Ambani make a profit out of IPL? For Ambani’s Viacom18 and Star to break even and equate to their bidding cost, their advertising revenue will have to grow by 57% and 15% respectively, says CLSA report. <div type="image" title="tv" msid="92279667" hostid="261" caption="&amp;lt;p&amp;gt;CLSA&amp;lt;/p&amp;gt;"></div> <div type="image" title="Digital advertising revenue would need to increase by 57% CAGR over 2022-27 to break even (3)" msid="92279281" hostid="261" caption="&amp;lt;p&amp;gt;CLSA&amp;lt;/p&amp;gt;"></div> The prospects are brighter for television as Star is expected to reach the break-even point earlier than Reliance. “Star will break even in the next cycle, that is my assumption. If you look at TV as a segment, it is already drawing revenues of somewhere close to ₹3,900 crore. This number will automatically go up to at least ₹5,000 crore in the second year when the matches are increasing to 84,” Karan Taurani, Senior VP, Elara Capital, told Business Insider India. “So, I think the content cost for TV is far more reasonable. Unless viewership doesn't fall drastically, you will see a margin coming in from the second year itself, or breakeven the second year and maybe the third year, you will see them make some money on the property,” he added. Digital too expensive, says Taurani While TV seems to be worth the bet for media players, Taurani feels that digital is too expensive. “It's worth the bet on TV because clearly now it has now seen a large number in terms of IPL revenue contribution, but on digital, you'd argue it is not worth it. It is very expensive, and they'll probably make profit only in the fourth year,” he said. Hotstar did not make a profit from IPL cycle 2018-22 While Hotstar did win the lottery ticket with IPL’s digital mandate for the previous cycle of 2018-2022, it did not have a material impact on its profits. Despite adding new subscribers and reporting incredible growth in advertising revenues, <a href="https://www.businessinsider.in/business/corporates/news/theres-a-silver-lining-for-hotstar-in-losing-ipl-digital-rights-here-is-how-it-can-strengthen-its-counter-strategy/articleshow/92252808.cms">Disney+ Hotstar’s overall revenue</a> of ₹1,500 crore was less than Netflix's at ₹1,700 crore. As per industry estimates, Netflix’s subscribers in FY21 were nearly 7x less than Disney+ Hotstar'. In the previous cycle, as per capital market firm Kotak Institutional Equities, Hotstar garnered ad revenues of ₹1,100 crore (₹15 crore per match) and subscription revenues of ₹1,200 crore (₹16 crore per match). Viacom 18’s winning bid of ₹58 crore per match for IPL 2023-27 implies a cost of approx. ₹63-65 crore per match including production/hosting costs, the report said. The report further says that Viacom18 would seemingly incur losses in the initial years and perhaps break even in 2026 or 2027 seasons. So what makes IPL such an attractive sporting property for media companies? IPL leads to a big surge in various metrics such as monthly active users (MAUs) and daily active users (DAUs) for any OTT platform. The hope is that the surge in users hooks the subscribers to watch other content on those streaming platforms. Viacom18 digital rights win could boost Reliance Jio Platforms’ content pool significantly, and digital rights exclusivity could boost Reliance Jio data subscribers, said CLSA report. Sharing why IPL sees the most intense bidding war despite not making any profits, Taurani said, “I think whoever buys the rights of digital, they are not buying it for making a profit. It is a strategic move to drive a customer base on your platform, or it is to drive valuation of your platform, right, or to cross-sell your other content. So it's more of a customer acquisition strategy than to make profits.”

BCCI’s money-spinner a curse for Mukesh Ambani’s Viacom18: Will IPL make profits for media winners this time?

The <keyword id="6354831" type="General" weightage="20" keywordseo="indian-premier-league" source="Orion">Indian Premier League</keyword> is probably one of the few businesses in India that will remain unaffected by soaring inflation, a global pandemic and rising interest rates. After the recently-concluded media rights auction, it is gonna be raining money for its <keyword id="97291" type="General" weightage="20" keywordseo="Franchises" source="Orion">franchises</keyword>. <div type="image" title="It&amp;#39;s gonna be raining money for IPL franchises" msid="92263245" hostid="261" caption="&amp;lt;p&amp;gt;It&amp;#39;s gonna be raining money for IPL franchises&amp;lt;/p&amp;gt;"></div> The Board of Control for Cricket in India (BCCI) will walk home with ₹48,390 crore after the record-breaking bidding concluded on June 14. With this, India’s biggest sporting event has witnessed an <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">increase of 3x</a> when compared to the previous cycle, with the National Football League ahead by a small margin at <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">$17 million.</a> <div type="image" title="IPL has witnessed an increase of 3x when compared to the previous cycle" msid="92263276" hostid="261" caption="&amp;lt;p&amp;gt;IPL has witnessed an increase of 3x when compared to the previous cycle&amp;lt;/p&amp;gt;"></div> <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">Disney-Star</a> retained the rights for television for ₹23,575 crore, while India’s richest man <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">Mukesh Ambani’s</a> Viacom18 bagged two and half bundles for ₹23,750 crore including digital, non-exclusive digital rights and a few international countries. New winner Times Internet shared the international mandate with Viacom18. <div type="image" title="IPL value has nearly tripled to `48,000 cr" msid="92263293" hostid="261" caption="&amp;lt;p&amp;gt;IPL value has nearly tripled to `48,000 cr&amp;lt;/p&amp;gt;"></div> Apart from the media winners, the two biggest beneficiaries of the recently-concluded auction would be the <keyword id="6354312" type="General" weightage="100" keywordseo="ipl" source="Orion">IPL</keyword> teams and their franchise owners. The economics of IPL BCCI collects massive revenues from broadcasters and Over-the-top (OTT) platforms by selling media rights. It deducts its share and a big chunk of its revenues are then shared with the IPL teams. Franchises get a guaranteed <a href="https://www.businessinsider.in/business/corporates/news/zee-and-sun-tv-might-not-have-won-ipl-media-mandates-but-heres-how-they-will-benefit-from-the-ipl-auction/articleshow/92223279.cms">40-50% revenue share</a> (share of ₹48,000 crore for the next cycle) from IPL’s central contract revenue pool. The final winning team of the season walks home with the biggest share of BCCI profits. Now, after the latest auction, IPL value has <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">jumped </a>by <a href="https://www.businessinsider.in/business/corporates/news/ipl-value-jumps-3x-to-48000-crore-heres-how-much-mukesh-ambani-disney-and-times-internet-are-spending/articleshow/92209726.cms">3x to ₹48,000 crore</a>, which means franchises will get a bigger cut in profits from BCCI. According to financial advisory firm Elara Capital, the average revenue of all IPL teams is likely to grow 2x in the next five years. <div type="image" title="Average revenue of IPL teams" msid="92263336" hostid="261" caption="&amp;lt;p&amp;gt;Average revenue of IPL teams&amp;lt;/p&amp;gt;"></div> For the next cycle of IPL 2023-2027, 10 teams will get on the battleground which include two new teams Gujarat Titans and Lucknow SuperGiants. The fee and revenue share for high-demand teams like Mumbai Indians, Chennai Super Kings, Delhi Capitals is more than others as they hold better revenue potential – both in terms of sponsorship and gate receipts. Elara Capital predicts that after the recent auction, Mumbai Indians’ revenue will jump by 109.1% from ₹3,836 million to ₹8,020 million and Chennai Super Kings will see their revenue jump by 124.9%. On the other hand, Royal Challengers Bangalore and <a href="https://www.businessinsider.in/business/corporates/news/zee-and-sun-tv-might-not-have-won-ipl-media-mandates-but-heres-how-they-will-benefit-from-the-ipl-auction/articleshow/92223279.cms">SunRisers Hyderabad</a> will see the biggest hike by 133.8% and 138.4% respectively than their previous revenue collection. Among the listed companies behind key franchises, Sun TV Network, Reliance Industries, and United Spirits will witness a growth in their market capitalisation as the value of their IPL teams improve. As per a recent poll conducted by <a href="https://bit.ly/3nD94g5">Stocktwits</a>, 51% are bullish on media stocks after the IPL auction. <div type="image" title="Are you bullish on media stocks?" msid="92263366" hostid="261" caption="&amp;lt;p&amp;gt;Are you bullish on media stocks?&amp;lt;/p&amp;gt;"></div> <keyword id="99282" type="General" weightage="20" keywordseo="IPL-franchises" source="Orion">IPL franchises</keyword> also earn from brand sponsorships, prize money, ticket sales revenue, and merchandise sales. Brand sponsorship Apart from media revenue discussed above, IPL franchises generate a sizeable part of their revenue through brand sponsorships. Franchises tie-up with brands to offer visibility to the brand by endorsing their logos on their jerseys, headgear and team kits. Bigger the logo, the more the money brand has to shell out. Teams also earn from other tournament-related marketing activities organised by their sponsors. Sponsorship revenue reportedly forms around <a href="https://www.businesstoday.in/latest/trends/story/how-ipl-owners-teams-franchises-make-money-all-you-need-to-know-294481-2021-04-27">20-30%</a> of revenue for an IPL team. Ticket sales The global pandemic affected India’s biggest sporting gala in 2020 and 2021. However, it was back with a bang this year. Now that the stadiums are full of spectators again, a small portion of ticket sales will be offered to sponsors and the BCCI, the rest goes into the team’s wallet. The ticket prices are determined based on the seating capacity of the stadium, the excitement around the event, the standard of living in the city, and so on. Ticket revenue reportedly forms around <a href="https://www.businessinsider.in/heres-how-ipl-franchises-makemoney/articleshow/51727135.cms">10%</a> of revenue for IPL teams. Prize money BCCI offers a colossal amount of prize money to the winning team. In 2018, IPL champion Chennai Super Kings took home ₹20 crore in prize <a href="https://www.cnbctv18.com/sports/ipl-champion-csk-takes-home-rs-20-crore-prize-money-kkr-bags-rs-125-crore-11122742.htm">money</a>. Merchandise sales As per a ResearchAndMarkets report, India's sports equipment and apparel market is estimated to be $28 billion in 2022 and reach $40.6 billion by 2027. Each franchise sells merchandise that includes T-shirts, Caps, Wrist watches and so on and gets a share of money collected from consumers.

SIMPLY PUT: How IPL franchises make money

<img class="gwt-Image" src="/photo/57489732.cms" />If there is one player that wins in every match that is played in the Indian Premier League, it’s the official broadcaster <keyword id="6411012" type="COMPANY" weightage="100" keywordseo="Sony-Pictures">Sony Pictures</keyword> Networks India. 
 
This year as well, the channel is all set to win big in terms of advertising revenue, with a target of Rs 1,300 crore in advertising revenues from this year's Indian Premier League, as against Rs 1,100 crore that it earned in the last season. 
 
Also read: <a href="http://www.businessinsider.in/This-is-what-IPL-teams-would-have-been-called-if-they-were-named-honestly/articleshow/51825365.cms">This is what IPL teams would have been called if they were named honestly</a> 
 
Sony is close to achieving this target, having signed three more associate sponsors - Voltas, Havells and MakeMyTrip, making the total number of sponsors to 12, so far, with Vivo, Vodafone, Amazon as co-presenting sponsors and CEAT Tyres, Vimal Pan Masala, Yamaha Motors, Parle Agro's Frooti, Yes Bank and Polycab as associate sponsors. 
 
Also read: <a href="http://www.businessinsider.in/meet-mohammed-siraj-hyderabad-auto-drivers-son-bought-by-sunrisers-hyderabad-for-rs-2-6-crore-in-ipl-auction/articleshow/57267925.cms">Meet Mohammed Siraj, Hyderabad auto driver's son, bought by Sunrisers Hyderabad for Rs 2.6 crore in IPL auction</a> 
 
"We have locked in 12 sponsors now and talks with a couple of categories like payment gateways, auto and FMCGs are still going on," Rohit Gupta, president of network sales and international business at Sony Pictures Networks (SPN), told ET. "We have also got Reliance Jio and Oppo as large spot buyers, committing for more spots than even the associate sponsors. Between sponsors and spot buyers, we have 75% of the inventory already sold," he continued. 
 Last year, SPN had sold the entire advertising inventory even before <keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword> began; however, this time at least 15-20% of the available spots will be kept aside to be used later. Another change in this year’s strategy would be an increase in the price, taking it to Rs 6,25,000 per 10 seconds from the earlier Rs 6 lakh. 
 
Also read: <a href="http://www.businessinsider.in/ipl-2017-msdhoni-is-no-more-the-captain-of-rising-punesupergiants-heres-who-replaced-him/articleshow/57234303.cms">IPL 2017: MS Dhoni is no more the captain of Rising Pune Supergiants. Here’s who replaced him</a> 
 
Sony has been officially broadcasting IPL since its inception in 2008, and this is the last year of the 10-year rights cycle. 
 
(Image source: Wikimedia)

Sony set to ‘win’ in all matches this IPL; aims for Rs 1,300 crore advertisement revenue

<ul><li><keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) has become India’s richest sporting tournament.</li><li>Considering the festivities around the league and the popularity it enjoys, there is an advertising blitzkrieg and every year we get a few <keyword id="11099865" type="UNKNOWN" weightage="20" keywordseo="memorable-ads">memorable ads</keyword>.</li><li>This year, Disney+ Hotstar has already closed 15 sponsors and experts are optimistic that IPL will break its viewership records.</li><li>We try to put together a list of a few of the most memorable ads that have come out over the years.</li></ul>Indian Premier League (IPL) has almost become a festival of its own that gives brands an opportunity to reach out to a huge number of people who are glued to their television sets for close to two months every year. The league has also become a crucial event that sees a massive advertising spend. And why not? The tournament gives brands an opportunity to reach out to a massive, engaged set of audience who are glued to their television sets for the entirety of the tournament. A lot of marketing monies are spent during the season. In 2020, IPL had helped broadcaster Star India to earn around Rs 2,600 crore in advertising revenue. Despite the pandemic, the broadcaster managed to cross the previous year’s figures that were close to Rs 2000 to Rs 2100 crore. As brands try to make the best of this cricketing extravaganza, along comes a wave of wonderful ads every year. However, only a few ads manage to strike a chord with the viewers every year. In the early years, brands like Vodafone, Kingfisher and Nestle created some spectacular work to take advantage of this uniquely engaging event. This year, with the rising COVID cases, everyone is back at home and is looking for an escape from reality and IPL is more than just a tournament. Last year, the tournament broke its viewership record in the opening week itself, as revealed by BARC and Nielsen. Dream11 IPL’s viewing minutes had increased by 15% than 2019, that is 60.6 billion viewing minutes across 7 matches and 25 channels in 2020. The opening match with Mumbai Indians and Chennai Super King garnered an average of 52 million impressions, which is 29% more than 2019 and 158 million viewers watched the match. bring a higher viewership too and therefore advertisers are expected to go all out to make the most out of the league. So we wanted to take this opportunity and look back on some of the best campaigns that brands have come up with during the league, to grab maximum eyeballs and make their presence felt. Vodafone ZooZoos <div type="Youtube" id="Cr9hV81sC5M" title="Vodafone Zoozoos IPL 2013 - Vodafone &quot;Zumi Zumi&quot; (Zoozoo Celebration) - Karaoke Version" thumbUrl="https://i.ytimg.com/vi/Cr9hV81sC5M/mqdefault.jpg"></div> Swiggy uncle <div type="Youtube" id="-__hUQWh8WY" title="Our favorite uncle is back. And yet again, Swiggy comes to his rescue! Swiggy. What a delivery!" thumbUrl="https://i.ytimg.com/vi/-__hUQWh8WY/mqdefault.jpg"></div> CRED <div type="Youtube" id="iW63vNsF8ck" title="Not everyone gets it | CRED | Anil Kapoor" thumbUrl="https://i.ytimg.com/vi/iW63vNsF8ck/mqdefault.jpg"></div> Facebook <div type="Youtube" id="7czHNAczHgs" title="Facebook: Jersey" thumbUrl="https://i.ytimg.com/vi/7czHNAczHgs/mqdefault.jpg"></div> Star Sports’ Kanna Keep Calm <div type="Youtube" id="TrI2UXW9icA" title="Pepsi IPL 2014 - starsports.com - Kanna, KEEP CALM Music Video" thumbUrl="https://i.ytimg.com/vi/TrI2UXW9icA/mqdefault.jpg"></div> Kingfisher IPL Beatbox <div type="Youtube" id="OsM-G3A6XR0" title="Kingfisher IPL Beatbox : Oo La La La Le O - Directed by Senthil Kumar" thumbUrl="https://i.ytimg.com/vi/OsM-G3A6XR0/mqdefault.jpg"></div> Pepsi - Crash the Pepsi IPL <div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div> Reliance Jio <div type="Youtube" id="77xaEK2Elz4" title="Jio Dhan Dhana Dhan - bringing people together through cricket" thumbUrl="https://i.ytimg.com/vi/77xaEK2Elz4/mqdefault.jpg"></div> Amazon <div type="Youtube" id="akH-5adtYoA" title="Introducing Chonkpur Cheetahs!" thumbUrl="https://i.ytimg.com/vi/akH-5adtYoA/mqdefault.jpg"></div> <div type="Article" hostid="261" msid="81916905" title="As India faces a second wave of COVID-19 infections, will VIVO IPL 2021 repeat last season's success?" mstype="2" mssubtype="0"></div>

Throwback to some of the best IPL ads made over the years

<ul><li>After India lost to Pakistan in their T20 <keyword id="8984629" type="General" weightage="20" keywordseo="world-cup-2021" source="Orion">World Cup 2021</keyword> opener on October 24, 2021, the internet flooded with heartbreak tweets and disappointment memes.</li><li>On Sunday, India suffered their consecutive defeat as they were hammered by New Zealand.</li><li>It is almost Diwali and yet nobody, at least on the internet, is in the mood to celebrate. The internet is still trying not to revisit their memories of Sunday.</li><li>India’s loss against New Zealand has pushed them towards the brink of a league stage exit. Most of us are now hoping that Afghanistan will beat New Zealand and India will win their remaining three fixtures against Scotland, Namibia and Afghanistan.</li><li>As the consumer sentiment plummeted, brands and advertisers also suffered. We speak to media experts to find out how India’s loss at the T20 World Cup will impact brands that have invested in the game this time and what it means for its airing partners.</li></ul>Cricket, undoubtedly, is still the most popular sport in India and it is the best way for brands to connect with their audiences. And when it is T20 World Cup, consumers in India are extra excited to cheer for the men in blue. They order merchandise, invite friends over or go to a sports bar to catch the tournament. It is more like a festival of sorts, where a whole family or group of friends get together and enjoy the game. Brands also go overboard, investing on the sport, to be where their fans are. However, what happens when the team you are cheering for fails? Consumers are heartbroken and if you are an advertising agency, all your post-victory campaigns, which you worked on for weeks, will now rot in your archives. It only takes one bad game to spoil the party and this time, our country lost twice. The India-Pakistan match dampened consumer sentiment and on Sunday, India suffered their successive defeat as they were hammered by New Zealand and consumers lost their will to work on Monday. FoodTech platform Zomato mirrored India’s sentiment in this push-notification yesterday and all I want to do is say, “Same, bro. Wait, who is chopping onions?” <div type="image" title="Screenshot_20211101-111427_One UI Home" msid="87468689" hostid="261"></div> India’s loss against New Zealand has pushed them towards the brink of a league stage exit. Now the only hope is if Afghanistan beats New Zealand and India wins the remaining three fixtures against Scotland, Namibia and Afghanistan. Vikram Sakhuja, Partner &amp; Group CEO, Madison Media &amp; OOH said, “With cricket being a national passion, the fallout is that fans swing in extremes. India's wins leads to high ratings, and losses to poor ratings. In the 2016 T20 WC the super 12s (with 5 India games) had rated 4.4 amongst males audiences. This time round I won't be surprised if India's poor performance in the crunch games leads to a tournament average of sub 3 ratings. For Advertisers who pay top dollar to advertise on this platform it will be a reasonable setback. However if India does manage a top 2 position, the interest and ratings will spike. So fans and advertisers need to pray for New Zealand getting upset by the lesser ranked teams, and India dominating over these same teams.” Sharing how this low consumer sentiment is likely to impact brand performance and viewership for the rest of the World Cup tournament this year, <keyword id="512646" type="General" weightage="20" keywordseo="ambika-sharma" source="Orion">Ambika Sharma</keyword>, Founder and MD, Pulp Strategy said, “Match viewership will decline and by some estimates, it may go down by 50% or more as a fall out of India’s exit from the World Cup. ICC having anticipated the disappointment of fans has already decided to allow full refunds, fans are relieved I’m sure. Advertisers, on the other hand, will see a drop in viewership for the next set of matches. However, towards the flag end of the World Cup, most advertisers would have received their visibility via the spots in the matches up to the point of India’s exit. The media team may have some difficulty in selling the last-minute inventory which goes at a premium.” On the other hand, Mohit Joshi, CEO, Havas Media Group India is confident that the interest levels won't dip. He said, “India is a cricket-loving nation with a huge fan following for the sport and the legends of the cricketing world. While there are sentiments with team India involved and the loss is a huge disappointment, there are bigger sentiments associated with the game, and as a nation, we've always appreciated good cricket and good talent. As we move towards the semis and the finals, we expect to see great cricket, therefore I don’t see the interest levels going down and the love for the game should keep the viewership ticking.” Sujay Kar, EVP- Commerce, CRM, and Media, VMLY&amp;R India said that some advertisers might be in for a shock. "These defeats can lead to an early exit for India, which would have an adverse impact for brands that have invested their Advertising Dollars and the Advertising Mediums. Without India in the Knockout rounds, the viewership might go down significantly, which means lesser impressions served and lower business impact. Given that it’s peak festive season and there are no big showpiece events involving India in near future, some of the advertisers have invested heavily hoping for a big post-pandemic boost and they might be in for a rude shock," said Kar. Grashima Sahni, Senior Director- Planning and Strategy, Carat India told us about brands that might benefit from investing this year despite the early exit. She said, “With team India seeing an unpredictable early exit from the T20 world cup 2021, the invested brands are reaping lower than what they sowed and expected to reap. Investment in live cricket is more about associating with the spirit than pure media metrics. With the early exit and defeat from Pakistan, the mood in fans is dim. The deal deliveries may match the bought media metrics eventually but the qualitative factor of 'context' the brands were hoping to ride turned flat with this exit. Brands that balanced their investments with festive entertainment buys this season will benefit over the highly skewed and only cricket investing brands.” <keyword id="12452300" type="General" weightage="20" keywordseo="sushil-anatharaman" source="Orion">Sushil Anatharaman</keyword>, Media Director, Gozoop Group said, “Brand who have taken fixed deals like title, associate and other sponsorships will definitely suffer because the reach they would have expected in the next round will go low if India doesn't qualify. However, if we miraculously do enter the next round, then again there will absolutely be no problems for these brands. Other brands who do spot buying will really not be affected by this.” Shrenik Gandhi, CEO and Co-founder, White Rivers Media reminded us that brands who spent on digital media can easily pull back their spends. He said, "Sports marketing comes at a risk-reward ratio, subject to team’s performance. There are times when teams perform really well. Those are the times when brands benefit disproportionately. And then there are times like these, when teams don't perform - those are the times when brands can pull back their expenses. Digital has the power wherein a lot of spends can be controlled on a real-time basis. That may not be the case when it comes to ATL and outdoor media. That's the benefit where there is plug and play possible. Hence, the brands that are investing heavily on digital may not suffer as much. Of course, it's a big opportunity loss because bad performance results in lesser attention and lesser attention results in lesser impressions and lesser impressions results in lesser opportunities to sell and hence lesser advertisement budgets spent." This time, the T20 World Cup has aligned with the festive season and brands are extra generous to spend on TV and OTT platforms during this time of the year. According to media reports, broadcaster Star Sports sold inventory worth more than Rs 1,000 crore this year. It has onboarded Byju’s, Dream 11, Coca Cola, Vimal, PhonePe, Havells, Netmeds, CoinDCX, JioMart, Skoda, Mondelez, Reliance Trends, Pernod, Upstox, Samsung and Cred as key sponsors. On its streaming platform Disney+ Hotstar, Dream11, Vimal Elaichi, Coinswitch, Oppo, Swiggy, Maruti, AMFI, PhonePe, Mondelez and Upstox have invested this season. During the ICC <keyword id="1268840" type="General" weightage="20" keywordseo="world-cup-t20" source="Orion">World Cup T20</keyword> held in 2015, the India-Pakistan match rated 11.9 TVR (TAM data M15+ ABC) on the STAR network and 2.9 TVR on Doordarshan and had garnered 288 million views. This year too, cricket dominated the conversation on Twitter. Between 01 July 2020 - 01 July 2021, there have been over 75 million conversations about cricket on the service in India. However, this time, the Twitterati is too disappointed. Yesterday, #BoycottIPL was trending on Twitter because fans alleged that the Board of Control of Cricket in India (BCCI) has commercialised cricket and is prioritising the Indian Premier League over an International League. <div type="twitter" handle="gauravmondal14" handlename="Gaurav" image="http://pbs.twimg.com/profile_images/916250813063823360/dcjy4Ndh_normal.jpg" favoritecount="120" retweetcount="20" status="#BanIPLothers team mixed strategy during the break ...and then there comes indian team ..&quot;chal time mila hai ad… https://t.co/eoR5aNwFSq" createdat="1635748606000" id="1455061234961633280"></div><div type="twitter" handle="Depress7S" handlename="Samreen" image="http://pbs.twimg.com/profile_images/1454307245425143811/zbszQqUY_normal.jpg" favoritecount="1881" retweetcount="279" status="Indian fans on airport: Congratulations India . #BanIPL #IndiaVsNewZealand https://t.co/QQtSetHXoy" createdat="1635704110000" id="1454874604720332804"></div> <div type="twitter" handle="SardarSajid786" handlename="M . S A J I D 🇵🇰" image="http://pbs.twimg.com/profile_images/1439137172263682048/ihbnmQha_normal.jpg" favoritecount="0" retweetcount="0" status="Please @ICC ban IPL kun k IPL se cricket tabah ho rahi hai .#BanIPL https://t.co/Hw6tKka0nf" createdat="1635767412000" id="1455140113088983041"></div> Commenting on this Twitter outburst, Anatharaman said, “The Twitterati in India is very less if we compare to the advertising universe size of products and services advertised during IPL. Also, trends on Twitter can end in an hour too and hence people will forget these trending hashtags soon. It doesn't really affect the IPL in any way. In fact, it's been a tournament that has been associated with worse controversies like spot-fixing etc. but the tournament has still continued growing year by year and has also benefitted the brands associated with them.”

How India's loss at the T20 World Cup will affect Indian brands

In mid-February 2018, the domestic broadcast rights to the English Premier League (<keyword id="37225" type="CITY" weightage="20" keywordseo="EPL">EPL</keyword>) <keyword id="64" type="SPORT" weightage="20" keywordseo="Football">football</keyword> matches from 2019 to 2022 were sold to <keyword id="302760" type="ORGANIZATION" weightage="20" keywordseo="Sky-Sports">Sky Sports</keyword>, and BT Group, a telecoms company, for £4.46 billion (₹415 billion) with the former securing four packages and the latter purchasing one. In early April 2018, Star India bought the global rights to the Indian <keyword id="1521" type="CITY" weightage="20" keywordseo="Cricket">cricket</keyword> team’s home games from 2018 to 2023 for a staggering figure of ₹61.38 billion. Rather unsurprisingly, Rupert Murdoch was at the centre of both bids. Murdoch’s 21st Century Fox owns a 39% stake in Sky while Star India functions as Fox’s fully-owned subsidiary in India. The winning bid for the EPL has extended Sky’s stronghold on sports broadcasting in the UK for another three years. The media company, which has held the rights to the EPL since its inception in 1992, joined forces with former competitor BT for its bid. The purchase price fell significantly short of the £5.1 billion that Sky bid in 2015 for the three-year rights to the EPL. In contrast, Star India’s bid represents a 60% increase over the ₹38.5 billion it paid for the media rights to India’s cricket games between 2012 and 2018. Star India reportedly outbid Sony by a mere ₹200 million. It had also beat Sony for the ten-year rights to the India Premier League (IPL) in November last year with a bid of ₹163.5 billion. Despite the varying nature of the bids, the auctions for the rights to the EPL matches and Indian cricket team’s games reveal a number of important details about the direction the global sports broadcasting industry is headed in. Bidding will go the open, electronic route The bidding for the Indian cricket rights was conducted through an electronic auction (e-auction) - the first such instance in the history of sports broadcasting. Bidders were given a login and password for an online portal and allowed to submit and revise their bids in real time, while monitoring the highest bids for each category. The Board of Control for Cricket in India (<keyword id="6354756" type="UNKNOWN" weightage="20" keywordseo="bcci">BCCI</keyword>) said that it opted for an e-auction as opposed to a closed bidding process in the interest of transparency. However, in conducting an open electronic auction, it was able to make the bidding process a lot more competitive, more so given the fact that there were two main bidders- Star India and Sony. In fact, in <a href="https://economictimes.indiatimes.com/industry/media/entertainment/media/sony-ensured-bcci-rights-went-only-at-an-unviable-price/articleshow/63904106.cms">the words of NP Singh</a>, the CEO of Sony Pictures Networks India, ““We were clear that either we will get the BCCI media rights at the right price, or let them go at a price which would be economically unviable”. The open auction process allowed the bids to keep going up and will likely become the norm as the broadcasting industry moves towards consolidation. There will be joint bids, especially from media and telecoms firms Future rounds of auctions will likely see former competitors joining forces in a bid to even out the risk and keep prices manageable. In the EPL auction in 2015, BT forced Sky to shell out a price that <a href="https://www.theguardian.com/football/2015/feb/10/premier-league-tv-rights-sky-bt">was 70% higher than what it paid in 2012</a> in order to retain the rights to the most popular time slots for matches. However, the lower deal value in February 2018 is widely seen as a correction, as opposed to an indication that the EPL bubble has burst. The recent auction followed <a href="http://www.bbc.com/news/business-42364401">a cross-licensing agreement signed in December 2017</a> between BT and Sky Sports to sell their content and channels on each other’s platforms and television packages. Under the deal, which seems more like a truce, BT will offer Sky’s Now TV streaming service to its subscribers while Sky will be able to broadcast BT’s sports content, which includes the UEFA Champions League.The move came in response to competition from online streaming platforms. As a result of the deal, the two companies were not compelled to aggressively bid against each other in the auction for the 2019-2022 EPL rights. In bidding for the rights to Indian cricket matches, Sony and Star India were joined by telecoms upstart Reliance Jio. It wouldn’t be a stretch to imagine a tie-up between two of these companies in the next round of auctions, or see Reliance, which <a href="http://variety.com/2018/biz/asia/tv18-viacom18-india-contol-1202683872/">recently took control of the Viacom 18 network</a>, submit a joint bid between Jio and Viacom 18. Global broadcasters will increase their focus on India Make no mistake, the deals for the rights to the IPL and the Indian cricket team’s home games reveal Rupert Murdoch’s ambitions in India. The Indian market will be an important growth driver for global broadcasters like Fox, especially in terms of online video consumption. Star India’s monopoly over cricket broadcasting rights in India means it will have hundreds of millions of viewers every week for its sports content alone. It has expanded regional language coverage and also doubled down on its online streaming platform, Hotstar, which has helped drive its viewership of the IPL <a href="https://www.medianama.com/2018/04/223-183600/">to record highs</a>. China is also an important market for broadcasters. The English Premier League was able to sell its broadcasting rights in China for the 2019-2022 seasons to PPTV, an online video service, <a href="https://qz.com/840801/china-is-about-to-make-the-english-premier-league-700-million-richer/">for around US$700 million,</a> culminating in its largest ever international deal. PPTV, which is a subsidiary of the Suning retail group, reportedly paid 10 times more than the previous broadcasting contract for the EPL in China. Tech giants like Facebook, Amazon and Netflix will be bigger players in the market Both the BCCI and the owners of the English Premier League included digital and/or smaller packages to accommodate streaming platforms and non-traditional broadcasters like Facebook, Amazon and Netflix. The EPL offered two new packages which included the live streaming rights to two entire rounds of ten matches. Amazon was reported to be interested in one of these packages and even submitted a bid. However, the these packages weren’t sold, and there sale will reportedly <a href="https://www.telegraph.co.uk/football/2018/03/05/two-remaining-premier-league-tv-packages-remain-unsold-almost/">be delayed until the summer</a>, as their reserve prices weren’t met. The EPL will likely make the deal more attractive by allowing rights-holders to broadcast additional games after a short delay. Similarly, the BCCI offered a digital rights-only package in the recent auction. While both Facebook and Google bought the tender document, neither submitted a bid. In the previous auction, the BCCI has bundled television and digital rights into one package. Amazon is no stranger to sports broadcasting, however it is still in experimental mode, opting for smaller offerings as opposed to large packages like the EPL. In September last year, it beat Sky for the rights to <a href="https://www.theguardian.com/media/2017/aug/01/amazon-outbids-sky-to-win-exclusive-atp-tour-tennis-rights">ATP tennis games</a> and also bought the rights to the Thursday games of the USA’s National Football League (NFL). It also recently bought the <a href="https://www.theguardian.com/technology/2018/apr/19/amazon-prime-100-m-subscribers-video-music-streaming-netflix">UK rights for US Open tennis matches</a>. Facebook has also experimented with live streaming of UEFA Champions League matches and the ICC Champions trophy cricket tournament. While its <a href="https://www.businessinsider.in/Facebook-bid-610-million-for-the-rights-to-stream-Indian-cricket-matches/articleshow/60380207.cms">US$610 million bid</a> for the IPL rights in September proved to be unsuccessful, it showed that the company has an appetite for sports broadcasting. The entry of tech firms and streaming platforms will shake up the traditional broadcasting. As incumbent broadcasters like Sky and Star India are preparing themselves for this threat by expanding their own streaming services and tying up with telecoms firms, it is the viewers and the organisers of sports events who stand to gain the most. They will be spoilt for choice- the former in terms of viewing options and the latter in terms of bids.

Here's what we learned from two recent auctions about the future of sports broadcasting

<ul><li>12 years since its inception, IPL is still a hot favourite for advertisers. </li><li>According to a report, IPL reaches 77% more women than any prime time Hindi General Entertainment Channel (GEC). </li><li>Advertisers overall are expected to spend more than ₹2,000 crore during IPL. </li></ul>It's just a few more days left until the country starts chanting for the Indian Premier League. Advertisements featuring the cricketers with new slogans for each time have already hit television screens across the country. The enormous popularity of the Indian Premier League – the 20-over cricket match with players from across country teams – is evident in the sold out stands seen at stadiums, high television ratings and recurring prime time slots, with nearly half of the audience being women. Yet, the majority of Indian commercials aired during IPL continue to target just men, a reflection of the typical gender stereotyping still common among advertisers. Even a cursory look at the latest numbers on viewership should make Indian brands sit up and evaluate why they need to switch their strategy – and do so urgently. According to a new report by BARC, IPL reaches to 77% more women than any primetime Hindi General Entertainment Channel (GEC). The report added that IPL reaches out to 262 million women in just 51 days as opposed to a top GEC channel which manages to garner 200 million in a year. Overall, women today hold a 47% television audience share during IPLs. It’s been 12 years since IPL launched and it still manages to be a big favourite of advertisers, attracting big spends. An <a href="https://economictimes.indiatimes.com/industry/services/advertising/rs-2000-cr-ad-spends-set-aside-for-ipl/articleshow/67767108.cms">ET</a> report states that for <keyword id="6128971" type="UNKNOWN" weightage="20" keywordseo="ipl-2019">IPL 2019</keyword>, advertisers are expected to spend more than ₹2000 crore, which is a jump from Star India’s last year’s revenue of ₹1,750 crore from IPL ads. From shaving companies to fairness creams for men or ads presented as locker room scenes and even indirect advertising for liquor featuring male actors continue to take centre stage during the primetime spots or even as tickers during matches. While not all top brands that cater to both men and women have stereotyped advertisements during cricket matches to be only for men, the general notion has been to sell a product to men during matches. Brands that hit a six with advertisements in 2018 According to a report on <a href="http://www.adageindia.in/marketing/news/ipl-2018-are-brands-scoring-enough-in-terms-of-creativity-this-season/articleshow/63807101.cms">AdAge India</a>, the brands which made a mark during IPL ads in 2018 were Vivo, Reliance Jio, Colgate, Amul, Coca-Cola, MakeMyTrip, Dream11, Kent, Berger Paints, Asian Paints, Crompton, Blue Star, Voltas, Haier, Luminous, Dollar, Vimal Pan Masala, Ceat Tyres, Pidilite, Vanessa, Sleep Well, Parle Agro, Parle Products, Polycab, Vu TV, AMFI, Dollar, Domino’s, Ford, Elica, Onida, Linkedin, Tata Nexon, among others. Popular phone manufacturer Vivo Electronics Corp <a href="https://www.livemint.com/Opinion/ZBNS9iU91o4k7CN2b8826I/Why-IPL-continues-to-charm-audiences-advertisers.html">paid </a>₹2,199 crore for a five-year sponsorship of IPL, a big big jump from Pepsi’s ₹400 crore 5-year deal. Additionally, IPL has always been a great time to launch new advertising campaigns, and has already seen many success stories in India. One of the most successful ad campaigns that took off during IPL is Vodafone Zoozoo. The Zoozoos took off from the second season of the IPL and also went on to win <a href="https://www.indiatoday.in/latest-headlines/story/vodafones-zoozoo-campaign-wins-award-71192-2010-04-07">awards</a> for successful marketing strategy. Even startups like Swiggy witnessed a <a href="https://www.exchange4media.com/ipl-news/swiggys-ipl-ad-campaign-yields-25growth-in-orders-during-ipl-90467.html">growth</a> of 25% thanks to their advertising during the IPL matches. An <a href="https://economictimes.indiatimes.com/industry/services/advertising/rs-2000-cr-ad-spends-set-aside-for-ipl/articleshow/67767108.cms">ET</a> report states that for IPL 2019, advertisers are expected to spend more than ₹2000 crore, which is a jump from Star India’s last year’s revenue of ₹1,750 crore from IPL ads. Meanwhile, <a href="https://economictimes.indiatimes.com/industry/services/advertising/coca-cola-takes-lead-in-advertising-by-signing-deals-for-ipl-world-cup/articleshow/67968570.cms">Coca Cola </a>has already taken a lead in the advertisement race during IPL with a committed ₹135 crore deal with Star India. So for brands who are making more efforts to be gender neutral, or take on sexist messaging in their approach, IPL venues could be a great starting point. See Also: <a href="https://www.businessinsider.in/india-is-building-the-worlds-largest-cricket-stadium-bigger-than-the-one-in-melbourne/articleshow/67421201.cms">India is building the world’s largest cricket stadium–bigger than the one in Melbourne</a> <a href="https://www.businessinsider.in/4-things-we-learned-from-the-recent-auctions-for-the-epl-and-indian-cricket-broadcasting-rights/articleshow/63911554.cms">Here's what we learned from two recent auctions about the future of sports broadcasting</a>

Brands can no longer ignore Indian women during the country's most popular sporting event

<ul><li>Culver Max Entertainment, terminated the two-year deal with <keyword id="19976119" type="General" weightage="20" keywordseo="zee" source="keywords">Zee</keyword> Entertainment on Monday.</li><li><keyword id="19914172" type="General" weightage="20" keywordseo="sony" source="keywords">Sony</keyword> is also seeking a $90 million termination fee from Zee, while the latter is refuting it and evaluating legal options.</li><li>Analysts downgraded the Zee stock as merger possibility was driving it for the last two years. </li></ul>The stock of <keyword id="20044563" type="General" weightage="20" keywordseo="zee-entertainment-enterprises" source="keywords">Zee Entertainment Enterprises</keyword> slumped by 32.7% on Tuesday, a day after Sony called off a merger deal with it. It was one of the top losers on Bombay Stock Exchange for the day. The bourses revised the lower circuit limit for the company to 35%. The stock closed at ₹155.9 per share by the end of the trading session. Culver Max Entertainment, formerly known as Sony Pictures Networks India, terminated the two-year deal with Zee Entertainment (ZEEL) of a possible merger on Monday. The merger could have created a $10 billion behemoth. Sony is also seeking a $90 million termination fee, which has led analysts to quickly downgrade the stock. “Merger with Sony was the key valuation driver to move up in the past two years. But given the termination, we downgrade Zee to ‘sell’,” says a report by Elara Capital. Troubles ahead? With the merger prospects gone, ZEEL valuation will slump back to its 2021 days, and brings back a lot of its earlier troubles to the fore. As per <a href="https://www.businesstoday.in/markets/stocks/story/troubles-mount-for-zee-punit-goenka-as-report-says-sebi-probe-reveals-up-to-rs-1000-cr-siphoned-414538-2024-01-23?utm_source=webengage&amp;utm_medium=mailer&amp;utm_campaign=newsletter&amp;utm_content=storypage">a CNBC TV18 report</a>, a probe by market regulator SEBI might spell even more trouble for the company. As per the SEBI report, Puneet Goenka, the CEO of the company might have siphoned as much as ₹800 crore from the company, as compared to the earlier reported figure of ₹200 crore. Added to that, analysts have also flagged off many issues around the company – both operational and governance-wise. In 2019, the company went through a promoter pledging crisis. After which, Zee promoters repaid loans with multiple stake sales that brought down its promoter shareholding from 42% to a mere 4%. Its earnings performance too has been dismal over the last two years. “Since the announcement of the merger, Zee’s profitability has eroded due to weak industry dynamics. For instance, on an absolute basis, Zee’s PAT slid around 48% over FY21–23,” said a report by CLSA. Ashwin Patil, Senior research analyst at LKP Securities expects more pain in the stock. "Zee is operationally facing a lot many challenges in the form of subdued advertising business, depleting viewership share in its key markets like Hindi GEC, Tamil and Marathi markets. The stock is seeing a free fall today and may see some buying post we see a further fall in it," he said. Zee, like most of its peers, might also face heavy competition from yet another mega media deal that’s in progress as per media reports. The Disney Hotstar merger with Reliance’s Viacom will threaten most players in the industry. “Meanwhile, Reliance’s Viacom and Disney+Hotstar deal shall get wrapped up soon. Both the entities together hold major cricket broadcasting rights such as IPL, ICC and other Indian bilateral cricket series. In our view, for Zee to be a serious player in sports and to scale up its OTT, it would need a financial partner,” said <keyword id="20055355" type="General" weightage="20" keywordseo="nuvama-institutional-equities" source="keywords">Nuvama Institutional Equities</keyword>.

Zee horror show: Stock slumps over 32% after merger with Sony is called off

The <keyword id="6354756" type="General" weightage="90" keywordseo="BCCI" source="Orion">BCCI</keyword> could lose around Rs 955 crore (USD 116 million) if the central government sticks to its decision to levy a 21.84 per cent <keyword id="45031" type="General" weightage="20" keywordseo="tax" source="Orion">tax</keyword> surcharge on <keyword id="6355164" type="General" weightage="20" keywordseo="ICC" source="Orion">ICC</keyword>'s broadcast revenue from the 2023 ODI <keyword id="22177" type="General" weightage="20" keywordseo="World-Cup" source="Orion">World Cup</keyword>, according to a Board report. India is to host next year's 50-over showpiece in October-November. Tax surcharge refers to "an additional charge, fee, or tax that is added to the cost of a good or service beyond the initially quoted price". A surcharge is often added to an existing tax and is not included in the stated price of the good or service. As per ICC norms, the host nation is required to get <keyword id="6373715" type="General" weightage="20" keywordseo="tax-exemption" source="Orion">tax exemption</keyword> from the government for hosting tournaments organised by the global body. Since India's tax rules don't allow such exemptions, the BCCI has already lost close to Rs 193 crore (USD 23.5 million) as the government didn't exempt tax surcharge for hosting the 2016 ICC T20 World Cup. The BCCI is still fighting that case in the ICC tribunal. "The next ICC major men's event, which is the ICC Cricket World Cup 2023, is scheduled to be held in India in the month of October &amp; November in 2023. The BCCI was obligated to deliver a tax exemption or a tax solution to the ICC for this event, latest by April 2022," stated the report circulated among state units ahead of the Board's October 18 AGM in Mumbai. "This timeline was further extended by the ICC Board till 31st May 2022. At the start of this financial year, the BCCI had advised the ICC that in line with the tax order for the 2016 event, it was expected that a 10% (excluding surcharges) tax order could be obtained as an interim measure for the 2023 event within the required time frame. "The ICC has now received a 20% (excluding surcharges) tax order for its broadcast revenue for the 2023 event from the tax authorities in India." According to the BCCI document shared with the state bodies, the adverse impact on the Board's revenue from the ICC, if a 21.84 per cent tax is paid, would be USD 116.47 million. It is understood that the BCCI is still trying to negotiate and bring down the tax surcharge percentage to 10.92 per cent from the existing demand of 21.84. If the BCCI can reduce the tax surcharge to 10.92 per cent, then the revenue loss would be around Rs 430 crore (USD 52.23 million). "The BCCI is currently working with the Ministry of Finance, Government of India and have represented against this 20% (excluding surcharges) tax order at the very highest level and are hopeful that a 10% (excluding surcharges) tax order would be forthcoming shortly. "It is to be noted that any tax cost incurred by the ICC for the 2023 event in India will be adjusted with the BCCI's share of the revenue from the ICC," the report further stated. The BCCI's share from the ICC's central revenue pool for the tenure 2016 to 2023 is USD 405 million (Rs 3336 crore approximately). The ICC is expecting USD 533.29 million (Rs 4400 crores approx) from the broadcasting revenue of the 2023 event in India. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/gautam-adani-puts-in-place-plan-to-take-group-valuation-to-1-trillion/articleshow/94857619.cms">Gautam Adani puts in place plan to take Group valuation to $1 trillion</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/telecom/news/reliance-jio-starts-removing-disney-hotstar-bundled-plans-ahead-of-ipl-season-next-year/articleshow/94857744.cms">Reliance Jio starts removing Disney+ Hotstar bundled plans ahead of IPL season next year</a>

BCCI stands to lose Rs 955 crore if ICC doesn't get tax exemption from govt

<ul><li>While Durga Puja/Navratri is here, this year, the festivites are subdued.</li><li>Brands are therefore excercising caution in where and how much they spend in the next few days.</li><li>However, things are gradually improving and there are signs of recovery, experts tell us.</li></ul><keyword id="6357908" type="UNKNOWN" weightage="20" keywordseo="durga-puja">Durga Puja</keyword> or <keyword id="48284" type="CITY" weightage="20" keywordseo="navratri">Navratri</keyword> is one of the biggest festivals in India and every year the festival is marked by marketers pouring in big monies during the nine days of festivity. Actually the festival is so big in states like West Bengal that streets of cities like Kolkata usually become one big advertising canvas. However, things are different this year. With coronavirus still going nowhere, people are cautious. While every year, the streets become adorned by ads and hoardings from brands from all kinds of industries, because this is the best way to grab people’s attentions, this year, even during the festival, advertisers have been cautious. For the ad and marketing industry which saw a huge dip in investments during the first few months of the lockdown, a lot of hope had been resting on the festive season. However, this year there will hardly be a celebration. Just yesterday, the Calcutta High Court also directed all Durga puja pandals in the state to be turned into 'no-entry zones'. Many pandals in the city are barring physical entry of devotees and making the entire experience virtual. Even in other cities, people are planning to give the festivities a skip. Even Prime Minister Narendra Modi during his address to the nation advised people to exercise caution while going out during the festival. So what does this mean for advertisers? Will they get a bang out of their buck if they advertiser this year? Explaining how things are going to be different this year, <keyword id="3364704" type="PERSON" weightage="20" keywordseo="Sujata-Dwibedy">Sujata Dwibedy</keyword>, Group Trading Director, Amplifi India, dentsu international said, “Durga Puja in the east and Navratri in the west, are two of the grandest of all festivals, The festival marks the start of the auspicious period. Dussehra is followed by Kali Puja/Diwali/Laxmi Puja and Bhai Dooj. People shop a lot. The purchase of household durables, cars, bikes, home renovations, capital expenditures in businesses are seen in this period. A lot of business-led decisions are also made around this time. However, this year would be different as people would not step out like before, but they would be hooked on to the media to get a glimpse of the Goddess. So, the media/channel who can give them the best experience would score over the others.” Every year, categories like FMCG, apparel, auto, e-commerce and consumer durables become the biggest spenders during the festive season. But have these brands come ahead and advertised this year? <keyword id="8330648" type="PERSON" weightage="20" keywordseo="Sidharth-Parashar">Sidharth Parashar</keyword>, President – Investments and Pricing, GroupM India said, “With demand picking up in Aug-Sep, key categories like Ecommerce, FMCG, Telecom, Durables, Auto and certain segments within BFSI are expected see increased ad spends this festive season. FMCG saw recovery in Jul-Sep quarter, driven by essentials like health-hygiene products and immunity boosting food products. Brands in these categories coupled with discretionary like skin &amp; personal care products are likely to see an uptick in consumer spending and therefore in ad spending too. Consumer durables and Retail are expected to benefit from the govt.’s LTC cash voucher and festival advance schemes, which would lead to increased spending from government employees on products like apparels, laptops, smart phones, consumer durables, home appliances, fitness, jewellery, beauty &amp; personal care during this festive. For Ecommerce sector, RedSeer estimates this festive to surpass a GMV of U$D 7Bn. driven by a surge in shoppers from Tier-II towns, considerable discounts available and financing options being easily accessible to consumers. Large players like Amazon and Flipkart are scaling up their supply chain vendors, fulfillment centres and higher manpower for delivery, in order to meet surge in demand and are spending heavily on TV, digital &amp; Print.” While people might give pandal-hopping a skip this year, they have also started spending money. At this point, people are on the lookout for a change, for something positive and this has led to a visible shift in consumer sentiments in the past few months, Dwivedy added, “We are seeing that market sentiments have improved over the past few months. A surge in online purchases has been witnessed through the various platforms. Indian consumers have started embracing the new normal, and consumption of products is back. There are multiple new categories of products, new convenience food products, health, hygiene-related – all have been accepted and are being tried out. In the last few days, the malls have also opened with new offerings from the shops. Many are offering home delivery, video selections and are even ready to send people home with multiple samples for trials. Home delivery of groceries, foods and other products is preferred. Implying that the emotions have revived, the consumption has begun, however, the mode of consumption is new.” This positive sentiment has led to a month-on-month increase in spends since July across categories. “TV has been almost at the same levels as the previous year. Print, on the other hand, is kind of catching up but it will still take some more time in top metros. Nevertheless, Tier II towns are tracking better. Radio has also picked up. OOH and Cinema that have been worst hit this year should see some relief in this quarter,” she explained. While Television has steadily been seeing an increase in ad spends over the past few months, mediums like Radio and OOH that had suffered a lot during the lockdown are hoping to see some recovery. These are both mediums that see a lot of spends during the festive season in normal years. So how are things this year? Abraham Thomas, CEO, Reliance Broadcast Network Limited said, “The festive season is considered the 5th quarter in India, an auspicious time, for businesses across industries, that contributes 40-45% of sales. Marketers certainly leverage this opportunity with ad volumes showcasing a significant surge. Clearly the most trusted and credible media, this lockdown has helped radio being reimagined amongst the audiences with the overall listenership of medium growing by 30%. The surge in listenership across different TG’s have driven ad volumes across Males, Females, the young and older targeted brands. We have witnessed a rise of 24% in Ad Volumes in week 33 with consistent growth in Ad volume from Aug’20 where average Ad volume surged by 4.8 times as compared to April. With the staggered unlocking of the economy, Radio with its ‘mass local reach’, trusted influencers and digital amplification have witnessed a sharp recovery with certain categories booming more than the others.” However, things aren’t all that great in the outdoor medium and Noomi Mehta, Chairman &amp; MD, Selvel One paints a not-so-rosy picture. He said, “Right now we are at 50% in terms of business when compared to a normal year, and if you compare puja-to-puja, we would be at less than 40% this year. It is true that people are venturing out now and there is an opportunity for brands but they are very cautious.” Every year, especially during Navratri/Durga Puja, brands from segments like FMCG, consumer durables etc go all out and make a lot of noise. “But this year, only those forced to advertise are advertising. For instance, auto brands that are launching new offerings are advertising and currently they are out top advertisers. Every year, we see financial institutes, paint companies, e-commerce platforms and apparel brands also invest in festive but that hasn’t happened this year,” he shared. Despite the fact that brands are cautious in spending, data points towards many cities almost coming to a state of normalcy. Shared <keyword id="2406965" type="PERSON" weightage="20" keywordseo="Atul-Shrivastava">Atul Shrivastava</keyword>, CEO, <keyword id="2911687" type="PERSON" weightage="20" keywordseo="Laqshya-Media-Group">Laqshya Media Group</keyword>, “As far as traffic on the roads is concerned, per data generated through SHARP, Laqshya’s traffic metrics platform, traffic in Kolkata is currently 89-92% of normal times and it is increasing every day. Long traffic jams are also back. So, we see that situation is coming back to normal, aided by the festive season.” However, Shrivastava had something positive to share. He pointed towards signs of recovery, even in terms of ad spends. “Even in the current situation, we are seeing brands in the jewellery, textiles, retail, garments, footwear and the automobile sectors spending their pent-up OOH budgets. FMCG brands are also advertising in OOH media, especially for sanitizing products. OTT platforms and entertainment channels are also investing in OOH media to promote new shows and programs. Hence, even if we do not see 100% spend by clients as compared to last year, current spends are around 60-65%.” On what the rest of the year will look like, Arnab Samanta, Head of Marketing, Graphixstory said, “With the nation gradually ‘unlocking’ itself and with IPL happening around the festive season, the markets are much positive of a revival in the second half of the year. Brands will be spending 1.5 times digitally more than the usual plan of action. The advertising spend will be increased, thoughtful engaging ad campaigns and tech innovations like augmented reality will be introduced to create massive engagement with the target audience. The higher ad spends for various brands will be distributed on a different mix of categories and channels compared to last year, depending on consumer trends and shopping pattern. Digital businesses will now make the way for a sharper trajectory.” While things have still not picked up as much as the ad industry had hoped, the number of new coronavirus infections dropped below 50,000 for the first time in nearly three months in India yesterday. So here’s hoping that things will keep getting better gradually and we will have a better and safer Diwali, one that also brings relief to the industry.

Durga Puja and Navratri is finally here, but are advertisers excited?

<img class="gwt-Image" src="/photo/42793937.cms" /> 
 The <keyword id="1910227" type="UNKNOWN" weightage="100" keywordseo="Indian-Super-League">Indian Super League</keyword>, India’s very own football league is going to start from October 12th, and as the nation gears up for the first football league, here is what you should know about it. 
 
Bringing Indian football out of hibernation 
The Indian Super league was founded in 2013 after seeing that many Indians are crazy about football craze, but sadly, have no national football league to follow. The Indian Super League aims to turn the table. 
 
It would function like Twenty20 cricket IPL and will comprise eight franchise teams, owned from people and companies across the country. The league will commence in October and end in December. 
 
Slugging it out 
Eight teams that will compete in this league are as follows: 
 
· Atlético de Kolkata, coached by Antonio López Habas, with Spain as the foreign draft. 
· Chennai Titans, coached by Marco Materazzi with Italy as the foreign draft. 
· Delhi Dynamos FC, coached by Harm van Veldhoven with Netherlands as the foreign draft. 
· FC Goa, coached by Fatorda Stadium Zico with Brazil as the foreign draft. 
· Kerala Blasters FC, coached by David James with England as the foreign draft. 
· Mumbai City FC, coached by Peter Reid with England as the foreign draft. 
· North East United FC, coached by Ricki Herbert with New Zealand as the foreign draft. 
· FC Pune City, coached by Franco Colomba with Italy as the foreign draft. 
 
Who’s who in the <keyword id="244888" type="PERSON" weightage="100" keywordseo="Isl">ISL</keyword> The league is owned by Reliance Industries Ltd, Star India Pvt. Ltd. and IMG Worldwide Inc. It would be broadcast exclusively on STAR Sports and will have Hero MotoCorp as the title sponsor; thus the name <keyword id="2430942" type="UNKNOWN" weightage="100" keywordseo="Hero-Indian-Super-League">Hero Indian Super League</keyword>. From Bollywood, we have John Abraham who co-owns the team North East United FC, Ranbir Kapoor who co-owns the team Mumbai City FC, Abhishek Bachchan who co-owns Chennai Titans, Salman Khan who co-owns FC Pune City, and Varun Dhawan who is the brand ambassador of FC Goa. From the field of Indian Cricket, Sachin Tendulkar is the co-owner of Kerala Blasters FC and Sourav Ganguly is the co-owner of Atletico de Kolkata. 
 
Rules of the game 
Every year, the league would be played between October and December. Each team will play against all other teams twice on a home-and-away basis, almost like the Pro Kabaddi League. The top four teams will qualify for the finals. 
 
While building their teams, each team will have to sign: 
· At least seven foreigners, out of which two will be from the club and five will be from the foreign player draft; 
· One marquee player, which in the words of AIFF is "A foreign recruit who has represented his country in any of the continental championships like the European Championship, Copa America, African Nations Cup, Asian Cup, or FIFA World Cup will be called a marquee player;" and 
· 14 Indian domestic players, four of which have to be local players from the city the team belongs to. 
 
Stake money 
Team owners’ investments in the ISL are worth having a look. Different teams have shelled out crores to buy foreign players—the date is given below: 
 
Goa: Rs 2.46 crore 
Chennai Titans: Rs 2.34 crore 
Atletico de Kolkata: Rs 2.17 crore 
Mumbai City: Rs 2.10 crore 
Kerala Blasters: Rs 1.98 crore 
Pune City: Rs 1.75 crore 
Delhi Dynamos: Rs 1.62 crore 
North East United: Rs 1.62 crore 
 
With people from Bollwood and Indian Cricket taking up various roles in this league, be it owners or promoters, the league is surely going to be one gala event to watch out for.

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