OUTLINE

Problem statement 1:
1.Improvise existing revenue streams
i) Pitching offers to team sponsors who find the current IPL model in the covid scenario viable for the
same level of investment :- through brand tie ups, dedicated celebrity endorsement on social media,
greater visibility through sneak peak into net sessions etc.

ii) Driving up merchandise sales through greater consumer (viewer) engagement, broader tie ups
with ecomm platforms, etc

iii) Viability of investment on in ground ads for the sponsor is greater as visibility is greater through
ott and streaming platforms

2. a total loss of 3000cr INR will be incurred if IPL is played with no viewers on stadiums :
that needs to be addressed through adding revenue streams
Hotstar has streaming rights,

Disney-star has broadcasting rights,

i)Audio broadcasting rights could be sold to Jio saavn (much like match commentary) (Did an analysis
of the financials. Pretty much more than 60% of the required amount can be raised since digital
rights given to Facebook accounts for 4000cr inr)

ii) Growth opportunities for associated industries

Health insurance coverage for all team members travelling

Travel & Hospitality for exclusively hosting the IPL team with all mandated precautions thus
increasing their brand image

iii) various other marketing techniques for merchandise sales being looked into still (as i still
research)

iv) staggered subscription model on streaming media for premium offerings : exclusive footage,
behind the scenes, player practice sessions, sneak peak into after parties,

you pay extra for each premium service

Problem statement 2:
Interest of viewers through engagement
i) social media engagement with players

ii)Daily competitions online on multiple media (Facebook, Hotstar, JioSaavn) for winning exclusive
IPL merchandise

iii) Enhanced viewership experience (also takes into account the hospitality industry) by tie ups with
hotels/sports clubs maintaining social distancing and sanitization norms ( just like restaurants &
malls now operate on 50% capacity) where live screening of matches can be done on big screens
with the feeling of being part of a crowd.
Problem statement 3 :

Marrying all the above to come up with a business/revenue model that is profitable given the
constraints in the short term, such that it is sustainable and can be easily followed in the long term
where stadium ticket sales just adds another revenue stream without changing the Covid specific
business model. Saving cost of rehauling the short term business model when things return to
normal.

IDEAS / RECOMMENDATIONS
1. JioSaavn – Market leader in music streaming apps to be sold audio broadcasting
rights for the following:
I. Podcasts along the lines of Extra Innings that happens after a match
II. Live cricket commentary channel (like the ones happening on radios earlier):
But how to make it different?
Instead of commercial ad breaks, get to hear player interactions on the dugout
(modify or add something else as you feel)
III. Team curated playlist for streaming : For eg., Favourite songs of each player from
CSK forming one playlist. Indian cricketing audience is sentimental. Commercial
ads playing in between streaming a playlist = source of revenue
2. Hotstar – Already has contract of streaming rights
Subscription based model for premium content. More like a series of videos where
the initial 2 videos are free but pay to view the rest. Thereby generating interest with
the initial content and driving up subscriptions
Content of the video: sneak peak into lives of the players, exclusive footage from
after the match, net sessions on the field ( more visibility of on ground ads)
Leverage the above for implicit advertisement of brands. For eg., net sessions would
focus on the cricket kits of the players or shoes etc., that highlights the brand
sponsors of the team
The above addresses both the revenue growth and viewer interest amplification
3. Ecommerce Platform
Celebrity endorsement posts on social media (Instagram) should have direct links to
the product page on the ecommerce platform
This would lead to each platform bidding to sell the brand on their site, kind of like a
bid for rights, so added revenue (in addition to the revenue generated from the
selling of the product)
Keeping it dynamic. Flipkart could bid for a Vivo endorsement whereas Amazon could
bid for a Nike endorsement.

4. Health Insurance Coverage for players ( see if we IPL OC can earn anything from this
by means of a tie up and getting insurance at a discount in exchange of the insurance
company advertising that it is securing the lives of the players through TV
commercials)
5. Same as above for Travel and Hospitality. Something like “exclusive travel partners of
the IPL”. IndiGo could partner with them. Indian flight crew, big boost to aviation
industry in India
6. Marketing Techniques for merchandise sales
i) Instagram/Facebook Live with players
Implicit advertisement of brands (hidden in the background or right in front of the
screen but not spoken of)
Players giving fitness tips
Cricketing tips to youngsters (Could be a Weekend Live Series with a giveaway of
e-vouchers/signed merchandise to lucky winners at the end of every live session:
Helps drive up engagement
ii)Online competitions on social media handles of the IPL teams
win exclusive IPL merch
iii)
7. Enhanced viewership experience (also takes into account the hospitality industry) by tie ups
with hotels/sports clubs maintaining social distancing and sanitization norms:
live screening of matches can be done on big screens with the feeling of being part of a
crowd