Another deviation implemented by the IPL is franchise ownership of teams fashioned after ownership structure in successful leagues such as NBA and English Premier League. Similar to teams in other franchises, the teams themselves are responsible for marketing of team products and for building fan loyalty to the team. In addition, IPL teams also have set procedures to trade and contract players. IPL teams hire both local Indian cricketers and prominent cricketers from other countries. This infusion of international cricketers helps IPL teams establish a global fan following. For instance, Australian cricketers playing for an IPL team leads to people in Australia being able to relate to that team and to build an affiliation with that team.
Being born in a South Asian country, I grew up playing cricket instead of football and basketball. Cricket is the most dominant sport in that region and like most South Asians I have a passion for cricket. The creation of IPL transformed cricket into a more pleasurable and acceptable experience for us fans. To expand, IPL format has made it viable for me to watch cricket with my family and friends. Traditional cricket matches range from one to five days, as most of us work or go to school we cannot watch an entire game together. In contrast, IPL games last about three hours this makes it possible for us to time from our schedules. These compressed games are also more dynamic which deters group members from losing interest or leaving.
Moreover, IPL has made cricket more entertaining by incorporating South Asian cultural preferences. The Bollywood industry is a major element of South Asian culture. The IPL has added more value to its matches by playing Bollywood music during the games. The games also showcase Bollywood dance performances. Also noteworthy is the ownership of some IPL teams by top Bollywood stars such as Shahrukh Khan and Preity Zinta. The involvement of these celebrities has generated mass interest for the games and has even attracted non-cricket lovers to the games. All in all, IPL has helped me witness firsthand how innovative products and marketing can substantially enhance customer experiences.
The new revolutionary form of cricket is one of the biggest success stories of our time. Ian Rowley, correspondent for BusinessWeek, has done a case study on the enormous potential of this new cricket format. In this study, the writer shows confidence in IPL’s ability to generate billions in revenues and to increase worldwide popularity. He also lists some of the changes in IPL format that make it more appealing to the fans. For instance, he says “[b]atsmen typically walk onto the field amid blaring pop music. The hitting of sixes, cricket's equivalent of home runs, is nonstop…” (Rowley). Furthermore, one key highlight is that compared to traditional matches the IPL matches appeal to a wider set of audiences. Another highlight is that IPL can help cricket penetrate into new markets such as US and China.
Work Cited
Rowley, Ian. “Case Study: Cricket Goes Bowling for Dollars.” BusinessWeek. 2nd
March 2010.
