Building on the IPL: How three brands used Indian cricket sponsorship

As it approaches its fifth season, the Indian Premier League (IPL) cricket tournament has been valued at $4bn and attracts some 160m TV viewers in India and beyond.

Building on the IPL: How three brands used Indian cricket sponsorship

Preeti Chaturvedi

Since its launch in 2008, the Indian Premier League (IPL) cricket tournament has become the most newsworthy and entertaining of all the sporting events organised in India. By the fourth year of the tournament in 2011, Brand Finance India estimated its brand value at $4 billion. That marked huge progress in a short space of time - by way of comparison, the same company values the globally successful and far more established English Premier League football competition at $12 billion.

Season four of the IPL achieved...

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