HOW WILL BCCI MAX­I­MIZE REV­ENUE GROWTH?

Impact - - FEATURE -

It will be in­ter­est­ing to see the ways in which Rahul Johri is able to lever­age and ex­ploit BCCI prop­er­ties to max­i­mize rev­enue growth. For starters, the next big-ticket prop­erty is the Broad­cast rights for all in­ter­na­tional matches in In­dia (which is with Star In­dia till March 31, 2018) and it will be in­ter­est­ing to see how the bids pan out be­tween the two play­ers – whether Star will go all out to re­tain the rights or if Sony Pic­tures Net­works In­dia (SPN) will be ag­gres­sive, as they were in their bid to ac­quire the broad­cast and Dig­i­tal rights of Cricket Aus­tralia for a pe­riod of six years. All eyes will also be on D-Sport, the sports chan­nel from Dis­cov­ery Net­work, that could well turn out to be the joker in the pack and make it a three-way bid. Not to for­get the 20% of team rev­enues that BCCI gets as IPL fran­chisee fee (the BCCI will also have to share 45% of its cen­tral spon­sor­ship rev­enue with the IPL fran­chisees). An­other area could be li­cens­ing and mer­chan­dis­ing. This in­cludes mer­chan­dise for Team In­dia, which rests with the ap­parel spon­sor Nike as well as the var­i­ous IPL fran­chisees. If one were to look at the global mar­ket, li­cens­ing and mer­chan­dis­ing in the US and UK con­trib­ute to al­most 22% of rev­enues for the sports mar­ket. In In­dia, it is cur­rently neg­li­gi­ble and prob­a­bly time for BCCI to ex­ploit this piece. In ad­di­tion, the BCCI, in tan­dem with the State as­so­ci­a­tions, could look to im­prove the in-sta­dia ex­pe­ri­ence and im­prove rev­enues.

An­other area is de­vel­op­ing and gen­er­at­ing in­ter­est in women’s cricket, and scal­ing up and pack­ag­ing prop­er­ties such as the Ranji Tro­phy, Irani Tro­phy, Duleep Tro­phy, and mar­ket them ag­gres­sively to make them rel­e­vant for the au­di­ence that cur­rently only watches in­ter­na­tional cricket and IPL.

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