11th IPL circus set for lift-off

– The 11th edition of the Indian Premier League (IPL) kicks off today with two reinstated teams and a new broadcaster in a fresh testament to its undiminished appeal to India’s incurably cricket-obsessed masses.

Few expected the Twenty20 tournament to climb out of the morass of spot-fixing and illegal betting it descended into five years ago, which eventually led to bans on its Chennai Super Kings and Rajasthan Royals franchises.

The IPL not only survived but its brand value has actually grown to an estimated $5.3 billion.

Last September the league sold its media rights to Star India for $2.52 billion, the biggest television deal the game has seen.

“This is perhaps what makes the IPL brand what it is,” cricket historian Boria Majumdar told Reuters of the league’s robust financial health.

“Controversies notwithstanding, cricket continues to be of the very highest quality and retains centre stage.

“Also, in the IPL India wins every day. There is no uncertainty that an Indian team might or can lose and it will be all doom and gloom thereafter.

“This is what draws fans to the IPL every single day year after year,” said Majumdar. Sponsors are keen to play ball. “As sponsor, we spend money for publicity,” Mahesh Gupta, chairman of Kent RO Systems, told Reuters.

“IPL is a platform which has the widest reach and quickest reach. It gives you the best return on investment. So we invest there.”

The water purifier brand has come on board as the title sponsor of Kings XI Punjab franchise and plans to spend 500 million rupees on promotion during the IPL.

Gupta said the sponsors are aware of past scandals but believe the league had adequately addressed those concerns. – Reuters

New Delhi