HOW WILL BCCI MAXIMIZE REVENUE GROWTH?
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.