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BACKGROUND ENTRY INTO CRICKRT MONEY MAKER INDIAN PREMIRE LEAGUE KEY FEATURES OF IPL IPL FROM PLAYERS,SPECTATORS,FRANCHISES, STRATEGIES EMPLOYED BCCI POINT OF VIEW DEALS OF IPL FOR BCCI HIS AWARDS & RECOGNITIONS CONCLUSION


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Born in 1963 in Delhi, India, Lalit Kumar Modistudied at the prestigious St.Joseph's College,Nainital. He attended Duke University in theUnited States, graduating in 1986 with a

degree in marketing. He is the scion of Modi Enterprises, a multi

Billion Dollar group, the industrialconglomerate founded in 1933, it has interestsin agro-chemicals, tobacco, tea and beverages,education, entertainment and Real estate. Healso sits on the board of Godfrey Philips, one ofIndia's tobacco companies


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He Joined BCCI in 2004 as a MarketingDirector. Modi was in the side of JagmohanDalmiya in the power struggle between

Jagmohan Dalmiya and Sharad Pawar. Butafter the defeat of Dalmiya he came in theside of Sharad Pawar. Then he said "no onein cricket wants to be in wrong side".


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Team Sponsorship Deal for Team India with Saharagroup for 4 years - 103 million dollars (415 Crores) on20.12.05

Team Apparel Sponsor Deal for Team India with Nike for4 year - 53 million dollars (215 Crores) on 24.12.05

Media Rights Deal with Nimbus for 4 years- 612 milliondollars on 18.2.06

Media Rights for overseas matches with Zee for 4 years

- 219 million dollars 0n 7.4.06

BCCI Sponsorship Deal with WSG - 46 million dollars(173 Crores) on 27.8.07


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The BCCI launched the Indian PremierLeague (IPL) on the lines of footballsEnglish Premier League and the NationalBasketball League (NBA) of the US. The IPLis a professional Twenty20 cricket leaguecreated and promoted by the BCCI andbacked by the ICC


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IPL has been conceived on the lines of the English premierleague, where local football teams with a defined fanbase(supporters) play against each other.

The idea behind IPL is to sell cricket as a high involvement

reality show that would appeal to all audiences.

IPL has eight teams sold to franchises for perpetuity. Thesefranchises can run the league in their individual styles andcan raise resources from the primary market.


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IPL- already a US$ 2bn property, is essentially anattempt to sell cricket as a reality show.

Some of the franchisee would look at IPL as ameans to promote their brand (UB group) while the

others would look it as a financial investment e.g.(India Cements).

Our belief is that the three successful teams couldeasily do revenues of Rs 3bn per year in the next

three-four years He has a vision of Champions league and BCCI own

Tv channel


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Top players are earning minimum 1-2 crores perseason. (with highest being Mahendra Singh Dhonihow is paid 6 crores per season).

Lalit Modi rightly points out, It benefits world

cricket because it benefits all their players - they areable to supplement their income by coming to us

IPL is an opportunity to take cricket to newaudiences, new frontiers. The emphasis on

innovation and the fan-friendly format have alreadyproven wildly popular at domestic level in England,South Africa and Australia


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IPL team owners have two channels of revenue, centraland local. Central - Includes Media, sponsorship and suppliers,which BCCI will sells and shares with the teams.

Local - Includes things like stadium ticket sales, localsponsorship. Concessions, merchandise ,which franchisees will be responsible for selling.

IPL We have nothing to lose!!!(BCCIs prospective)


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The vision to take IPL global through international partnershipswith Google-Youtube.

His strategy to keep the IPL alive even after the season byorganizing international off season matches to keep theaudience engaged and boost the brand recall of IPL.

The inspiration that he imbibed in every youngster in India whodreams to be the next generation Sachin Tendulkar,Kapil Dev ora Saurav Ganguly. He provided the platform for players likeAsnodkar, R. Khan who could not even dream of earning suchhuge sums from their cricketing abilities. IPL inspired them tobelieve in themselves and put in their hard work so that they get

the chance to play for their nation and this dream has beenrealized by players like Manpreet Gony, Murali Vijay, RavinderJadeja who have got their bright chances.


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Lalit Modi provided us the ultimate product mix

of Cricket + Bollywood which has no other matchin terms of entertainment value delivered.

And, ultimately to take on the other commercialsport events of the west like the AmericanBaseball , the English Premier League or may beother soccer leagues in the Europe. As, thegrowth rate of IPL in the sports industry clearly

poses a major threat to these leagues in thecoming future. So, he is making India shineglobally.


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One, from day 1 asentertainment is the biggest strategic hit. Cricket

just happens to be there!

Two,

, not only enhanced theentertainment value but also factored in thefastest growing segment of high income youth.This segment is short of time and wantseverything to be packaged small.

Three, therebyensuring team and brand loyalties and assuredeyeballs when it comes to media.


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Four, attracting the movie stars likealong with highly placed

industrialist as team owners, ensured ample mediaand public interest which further contributed to thesuccess of the event.

Five and finally, of all aboveand ensuring the event was always in controversiesand news, meant branding exercise of the kind thathas not been seen in sports. At the end of the end,we have a happy lot of bunches public, sponsors,media and most importantly IPL bankers!

Six he also applied a rule of only 4 foreign playerscould play in 1 match so local support could begot.Even a strategy of cheerleaders to attract crowd.


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SONY & SET MAX IPL 10-11ZEE Soaps + Rock and

Roll family5 - 5.5

STAR Soaps + PaachviPass (SRK)

4 - 5

9X Chak De Bacche+Reality

0.7 - 1.35

NDTV Mythological +Drama

1.25 - 2.12


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Mumbai RIL $111.9 m

Delhi GMR Group $84 m

Kolkata Red ChilliesEntertainment

$75.09 m

Chennai India Cements $91 m

Jaipur Emerging Media $67 m

Hyderabad Deccan Chronical $107 m

Bangalore UB Group $111.6 m

Mohali Preity Zinta, NessWadia

$76 m


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Cricinfo says Lalit Modi will be known asthe man who changed the landscape ofcricket.If there is no Lalit Modi IPL can run better.

Lalit Modi will be remember as the personwho change the face of Indian and theworld cricket forever & bring cricket to

cricket business


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Ipl.com

wikipedia.org

godfreyphillips.com modi.com

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