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Case
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Reference no. 524-0051-1
Subject category: Marketing
Originally published in: 2024
Version: 17-Oct-2023
Revision date: 19-Jun-2024
Length: 12 pages
Data source: Generalised experience

Abstract

Ivan was a youth of developing India. He was an ardent football fan. He witnessed the growing popularity of Indian Premiere League (IPL) format of cricket in India. He was always surprised with the IPL frenzy revolving around the IPL team of his city- 'Kolkata Knight Riders'. Ivan wanted to enter the business of sports for quite some time. Despite a few other leagues in India, IPL garnered maximum popularity. IPL had become one of the most popular cricket tournaments in the world and generated the highest revenue globally. Such was the craze for IPL that it sold its TV broadcasting rights for a whopping 2.6 billion dollars to Star India. IPL became a celebrated summer-time sensation for spectators at the stadium and people remained glued to their screens (televisions/ tablets/ mobiles). For building a business related to sports, Ivan desired to replicate the same popularity map as the IPL for football, which was his passion. He felt the IPL format will not work equally well for any other sport. Ivan thought of entering the business of sports with a new franchise team for IPL but was bothered about the viability and sustainability of a new team.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2022-23.

Geographical setting

Region:
Asia
Country:
India
Location:
Kolkata

Featured company

Indian Premier League
Type:
Privately held
Industry:
Sports (cricket) league

Featured protagonist

  • Ivan (male), Entrepreneur

About

Abstract

Ivan was a youth of developing India. He was an ardent football fan. He witnessed the growing popularity of Indian Premiere League (IPL) format of cricket in India. He was always surprised with the IPL frenzy revolving around the IPL team of his city- 'Kolkata Knight Riders'. Ivan wanted to enter the business of sports for quite some time. Despite a few other leagues in India, IPL garnered maximum popularity. IPL had become one of the most popular cricket tournaments in the world and generated the highest revenue globally. Such was the craze for IPL that it sold its TV broadcasting rights for a whopping 2.6 billion dollars to Star India. IPL became a celebrated summer-time sensation for spectators at the stadium and people remained glued to their screens (televisions/ tablets/ mobiles). For building a business related to sports, Ivan desired to replicate the same popularity map as the IPL for football, which was his passion. He felt the IPL format will not work equally well for any other sport. Ivan thought of entering the business of sports with a new franchise team for IPL but was bothered about the viability and sustainability of a new team.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2022-23.

Geographical setting

Region:
Asia
Country:
India
Location:
Kolkata

Featured company

Indian Premier League
Type:
Privately held
Industry:
Sports (cricket) league

Featured protagonist

  • Ivan (male), Entrepreneur

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