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...