Since its founding in 2008, the Indian Premier League (IPL), India's eight-week Twenty20 (T20) cricket competition, had become one of the most popular and lucrative sporting leagues in the world. In 2019, the IPL attracted 462 million TV viewers and 300 million digital viewers, and the total IPL ecosystem was estimated to be worth $6.8 billion. Key to the IPL's success was its league structure, which shared central revenues with its eight permanent franchises, set strictly enforced salary caps, and ensured transparent player purchasing. The basic logic was that these steps would maximize the level of competition throughout the league, making each match an unpredictable and unmissable event, which, in turn, would grow the value of the league's media rights. Equally important was the league's conscious efforts to market itself as entertainment for the whole family. Besides high-stakes cricket, IPL matches featured everything from dancing and singing to fireworks and fan competitions. This "integration of Bollywood and cricket" expanded the league's addressable market from what was traditionally a sport dominated by male viewers; indeed, 42% of the IPL's TV audience were women. The net result of these decisions was that the IPL was one of only two professional sports leagues in the world - the other was the National Football League (NFL) in the United States - in which all teams were profitable. The IPL's rise seemed unstoppable, but then, on April 15, 2020, the Board of Control for Cricket in India (BCCI) announced that the IPL would be postponed indefinitely due to the novel coronavirus pandemic. There was little doubt that the pandemic would have financial repercussions for the league and its teams. However, some viewed it as an opportunity to rethink how the league was positioning itself to navigate the major changes underfoot in the world of sport - from how fans engaged with their favorite teams and players to the rise of esports and sports betting. Could the owners of the IPL actually use the pandemic as a chance to improve their league structure and pursue new opportunities at the cutting edge of sport? How could they continue to grow the value of the league in the face of such adversity?

【書誌情報】

ページ数：17ページ

サイズ：A4

商品番号：HBSP-721362

発行日：2020/9/22

登録日：2021/1/26