BCCI

Founded in 2008

Reinventing limited overs Cricket

for mass entertainment.

© Wadhwani Foundation
 IPL
TEST CRICKET ENTERTAINMENT
ODI CRICKET BOLLYWOOD

The IPL (Indian Premier League) was launched in 2008 by the BCCI
(Board of Control for Cricket in India). Inspired by the English Premier
League, the BCCI tapped into the unexploited domestic market of Indian
cricket by introducing a new 20-20 format of the game combined with thrilling
entertainment. IPL revolutionized the world of Cricket by making the sport
take a quantum leap in income generation and popularity, which shook the
Cricketing world. It established India in a position of power, calling the shots
at the ICC, until then dominated by Australia and England.

8 CITY-BASED TEAMS WITH 16 PLAYERS EACH

RANKS 6th AMONG ALL SPORTS LEAGUES
FIRST SPORTING EVENT TO BE BROADCAST LIVE ON YOUTUBE
$4.16 BILLION IS IPL’S BRAND VALUE (POST 2016 EDITION)

© Wadhwani Foundation
 The phenomenon of adding or enhancing certain attributes
in an industry to provide more value to the consumer, and hence
attract more consumers even from outside the boundaries of the
traditional industry.

© Wadhwani Foundation
SPORTS+ ONLINE
FITNESS SHARING ECONOMY

GYMS + FITNESS STUDIOS DIGITALLY CONNECTED

SPORTS CENTERS FLEXIBLE ACROSS CITIES
SPAS + WELLNESS LEVERAGES ECONOMY OF SCALE
HIGH MEMBERSHIP FEE MONETIZES UNDERUSED
UNDERUTILIZED SERVICES SERVICES
RIGID MEMBERSHIP AGGREGATES VARIETY OF
CONTRACTS SERVICES
LACK OF VARIETY OFFERS ATTRACTIVE DISCOUNTS
REVENUE STREAM FOR
PARTNERS
WIN-WIN FOR STAKEHOLDERS

© Wadhwani Foundation
 Involvement

© Wadhwani Foundation
Which factors should Which factors should
be eliminated that the be reduced well below
industry takes for the industry's
granted? standard?

Which factors should Which factors should

be raised well above be created that the
the industry's industry has never
standard? offered?

© Wadhwani Foundation
 • Predictability of the match
results
• Perception of cricket as
“A Gentleman’s game”

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 • Pace of the game
• Emphasis on athleticism
• Entertainment quotient

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 • Serious and staid nature of
the game
• Match duration

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 • Alternative to watching a
movie with family
• City based teams, to foster
regional loyalty
• Celebrity involvement to
add glamour to the brand

© Wadhwani Foundation
• Unpredictability of the
match result
• Perception of cricket as
“A Gentleman’s game”
• Pace of the game
• Emphasis on athleticism
• Entertainment quotient
© Wadhwani Foundation
• Serious and staid nature
of the game
• Match duration
• Alternative to watching
a movie with family
• City based teams, to
foster regional loyalty
• Celebrity involvement to
add glamour to the
brand
BO
·
·
Create uncontested market space
Make the competition irrelevant
Cricket + Entertainment
IPL reduced spectator time, emphasis on classic batting and bowling techniques,
and raised the pace and athleticism of the game, while increasing the glamour
with celebrities and cheer leaders.

S
· Create and capture new demand
· Break the value-cost trade-off
On the other hand, innovative auction and bidding of franchise and players
brought huge cash flow in the business. Involvement of movie stars, big guns of
the corporate world and cheer leaders generated high-profile entertainment,
while the round robin format ending with knock out final rounds created a high
testosterone game environment. Thus creating a new demand for an
entertaining sport, watchable with the family.

IPL changed the salary structure of the cricket world with players earning more
from the six-week IPL season than what they used to earn over a year by their
national duties! The first three seasons, players auction generated $718 million.
$1 billion came from television rights.

© Wadhwani Foundation
 “Success comes not from battling competitors,
but from making the competition irrelevant by creating
'blue oceans' of uncontested market space.”
(Kim and Mauborgne, 2005)

© Wadhwani Foundation
#ValuePropositionDesign