Journal of the Social Sciences April 2020 Volume 48 Number 2

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Indian Premier League -cricket, entertainment or business ?

Dr.Ranjith P V* Dr.Aparna J Varma** Dr.Ashwini J*** Dr. Rajesh K Nair****

*Associate Professor, CMS Business School, Bengaluru, Karnataka

**Associate Professor, Dept. of MBA, GSSSIETW. Mysore, Karnataka
*** Guest Faculty, BIMS, University of Mysore, Mysore, Karnataka
****Assistant Professor, SIES College of Management Studies, Mumbai, Maharashtra

Abstract

The Indian Premier League has changed the mind-set of the people towards cricket. It is considered as one of the
most sought after extravaganza which is a combination of entertainment, nail biting cricket, world famous
cricketers, corporate houses and Bollywood stars with a massive global viewership. Many corporate houses have
considered IPL as the best platform to market their products and services. This paper starts with a brief outline
on the history of IPL followed by measuring the influence of demographic variables on cricket and IPL watching
preference of the respondents. It also tries to understand the influence of advertisements aired during IPL on
viewers purchase behaviour. The paper compares opinions of Mumbai and Bangalore viewers. The paper used
combination of literature review and multiple choice based questionnaire to understand the use of
advertisements during IPL and the perception of respondents about the marquee event. The paper will help
organisations to understand the general preference of audience towards cricket and brands endorsed. The
findings reveal that brands have to innovate better to capture attention of audience watching through television
during breaks. The research will help future researchers to take variables into consideration for more detailed
study which will pave way for interesting observations which can be used by companies for brand development

Keywords: 1.Indian Premier League, 2.Brand Recall, 3.Advertisement, 4.Business, 5.Entertainment.

1. Introduction

1.1-Introduction to Indian Premier League

Indian Premier League is a franchise based Twenty20 cricket competition launched by BCCI on 13 th
September 2007. It is considered as the brain child of Mr. Lalit Modi, then BCCI Vice President who was
instrumental in getting the game its fame worldwide. The concept was developed based on the Premier
league of England and NBA of United states and considered as the first of its kind in the cricket world. At the
beginning BCCI created eight new teams – each located in some of the biggest Indian cities and stacked them
with cricket players from countries around the world. The owners had selected through an auction with the
total base prices of franchisee business model costing around $400 million. More than 70 international
cricketers were roped in through auction to play for this game. However top players like Sachin Tendulkar,
Rahul Dravid, SouravGanguly and Yuvraj Sigh of Indian team were exempted from the auction to play for their
home town. The IPL gained wide popularity worldwide, as one money spinning game where major corporate
houses, celebrities from Bollywood and cricket join together. ViratKohli, the Indian captain is the highest paid
cricketer till today with a package of $2.4 Million for the season. Twenty20 cricket has introduced a new
format where each side will play for an innings comprising 20 overs which will conclude within 3 hours. It is
scheduled every year during April and May, with the league timetable which is broadcast with different media
including streaming live on YouTube. Vivo Electronics is the title sponsor of Indian Premier League (IPL), as a
result the league is also known as ‘The Vivo Indian Premier League’. Sony was the first media partner of the
IPL, who signed the contract of $1 billion for 10 Years. Later Star India bought the broadcasting rights for

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$2.55 billion for a period of 2018- 22. The IPL as an entertainment meets the expectation of its viewers and
the commercial potential of the program has been encased by many major brands through their advisements.
Experts feel the underlying cause for the success of the game is its timing and scheduling.
Right now, the following are the 8 teams which are a part of the IPL It is considered as league.

Table -I

TEAM CITY HOME GROUND DEBUT OWNER

Delhi Capitals Delhi, NCR ArunJaitley Stadium 2008 GMR Group & JSW Group
Kings XI Punjab Mohali, PCA Stadium 2008 Mohit Burman, Ness Wadia,
Punjab PreityZinda and Karan Paul
Kolkata Knight Kolkata Eden Gardens 2008 Red Chillies
Riders Entertainmentand Mehta
Group
Rajasthan Jaipur SawaiMansingh Stadium 2008 Manoj Badale
Royals
Mumbai Indians Mumbai Wankhede Stadium 2008 Reliance Industries
Royal Bangalore M.Chinnaswamy Stadium 2008 United Spirits
Challengers
Chennai Super Chennai, TN M. A. Chidambaram Stadium 2008 India Cements
Kings
Sunrisers, Hyderabad Rajiv Gandhi International 2013
Hyderabad Cricket Stadium Sun T V Network
Source: Wikipedia

Though there were 5 more teams by name Deccan Chargers, Kochi Tuskers, Pune Warriors, Rising Pune
supergiant and Gujrat Lions, it dissolved in various years. So presently we are having only 8 teams in the list.
The IPL governing council is responsible for all the functions of the tournament. In January 2016, the
Supreme Court appointed the Lodha committee to recommend separate governing bodies for the BCCI and
IPL, where Justice RM Lodha suggested a one state-one-member pattern for the board.

1.2-Literature Review

Swartz (2011) researched on the auction method conducted by the organizers during 2008 to select the IPL
team. The author has used 3 parameters lognormal distribution to set the salaries of the players. He
comments that the organizers would have used draft order instead of auction method in player’s selection.
Rastogi and Deodhar (2009) tried to establish a relationship between final bid price and cricket players
attributes. The players were measured in terms of batting strike rate in one day internationals, number of half
centuries, stumping and wickets taken in all forms of the game. His study proved that the equilibrium final bid
price of an IPL cricket player is the sum of total shadow prices of the players attributes. Umar Rashid Dar
(2016) has done introspection on the positive and negative impact of the game. The author feels IPL has
opened up new business opportunities in various sectors like entertainment, infrastructure development and
tourism in the country. Also the author considers it as a great medium to showcase the cultural heritage of
India. This study mentions that the major negative aspects associated with the IPL are the controversy and
cost benefit trade off done by a player with his loyalty towards his country vs IPL participation.

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A study by Shashi Kadapa (2013) has identified that the sustainability of IPL is at stake. The paper throws
light on the 10 key issues that threaten the existence of the game and suggests recommendations for the
same. The major reasons quoted by the author are the high cost structure of the game along with reduced TV
viewership and audience interest. According to the study the various stakeholders like franchisees, sponsors
and advertisers of the game are at loss which in turn will force the organizers to change its business model.
To keep the game viable, the author has proposed to form a team of finance experts to remodel the revenue
generation model and the frequency of the game can be reschedule to every two years. Naik et al (2012) used
spectator based brand equity model to validate and measure the brand equity of IPL teams. The researchers
found that the presence of the celebrity cricketers and sponsors is the considered to be the major
contributing factor to increase the brand equity of a team. The other major findings of the study were team
rivalry; team’s success and team history are the significant predictors of the brand association. Gupta et al
(2013) conducted a study on sponsorship linked marketing in IPL. The conclusion of the study suggests the
brand managers to weigh the brand prominence and relatedness with the event before sponsoring it. It also
discusses the meaningful ways to market an individual brand in between the cluttered media environment.

Dhurup and Niyimbanira (2012) researched on the underlying motives of the television viewers to watch IPL.
They identified six factors like escape, drama, socialization, knowledge and skills, aesthetics and fascination.
Also there was a significant difference with gender with the last three variables. Yousuf and Gupta (2015)
have examined the importance of involvement in accurate sponsor identification and revealed that highly
involved individuals recall more sponsors that less involved viewers. They were also able to find a significant
involvement differences with respect to gender.

Jaskirat&Apar (2017) studied the effect of brand sponsorship and advertisement towards the purchase
intentions of the product. The study found that a positive attitude towards the sponsors brand doesn’t
influence the consumers’ purchase intention. But many other studies ( Ngan , Prendergast, G. P & Tsang,
2011; Kim, James & Kim, 2013; Herrmann, Kacha, &Derbaix, 2016; Bachleda, Fakhar A &Elouazzani, 2016)
have found that there is a relationship between sponsors advertising activities and purchase intentions
viewers purchase intention of a product and were able to find a relationship between the sponsorship and
advertisement. Different stories of Voltas (who got 47% increase in revenue and 39% increase in brand
salience in 2019), Britannia and Swiggy tells the marketed that associating with Indian Premier league is
always beneficial.(ET Brand Equity, March 12,2020) Indian Premier League has value and importance in the
brand space which can be utilised by different brands for their success

2.Research

2.1 Research Objectives

1. To measure the influence of select demographic variables of the respondents on preference towards cricket
and IPL
2. To study the customer(audience watching in TV) brand recall during IPL
3. To understand influence of advertisement during IPL on purchase of brand
4. To compare the respondents from Mumbai and Bangalore in select variables like purpose of watching IPL,
self-engagement during breaks and influence of advertisement on purchase behavior

2.2-Research Design

The researchers have used descriptive research design with a sampling method of convenient sampling
technique. The study is pertaining to the audience watching IPL in television. Data collection was done

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through online questionnaire from conveniently chosen sample. Google forms was used for distribution of
questionnaire. We have received 198 responses for the study. In this 19 respondents have marked that they
don’t watch IPL due to various reasons. The remaining data collected from 179 respondents from Bangalore
city were used for further analysis. A similar study was conducted by the researchers from Mumbai city a
year back. Those data were used to compare the customers between two cities.

3. Data Analysis and Interpretation

Influence of demographic variables

The reliability of the study is found to be 0.85 using Cronbach alpha

The first objective of the study is to understand the influence of select demographic variables. For this
purpose, the researchers have considered age and gender as the main variables of the study.

H1: There is a significant relationship between Age and Preference to watch cricket

Table-II
Age Vs Preference to watch Cricket

Age No Yes Total

15-25 6 85 91
25-35 1 42 43
35-45 5 23 28
45-55 1 10 11
>55 0 6 6
Total 13 166 179

From the above table it is evident that cricket is most popular among the age group of 15 – 25 and the
popularity decreases with increasing age segment. The advertisements can cater to age group of 15-45 as
they form the major chunk of the audience
Table -III
Chi-Square Test

Value d.f Asymptotic Significance (2-Sided)

Pearson Chi Square 186.582 10 0.000
Likelihood Ratio 52.530 10 0.000
No of Valid Cases 179

12 cells (66.7%) have expected count less than 5. The minimum expected count is .14.
Interpretations-From the above table we can see that there is a significant relationship between age and
preference to watch cricket. This was evident from the first table and so companies have to give a youth touch
to the advertisements.

H2: There is a significant relationship between Age and Preference to watch IPL

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Table -IV
Age Vs Preference to watch IPL

Age No Yes Total

15-25 0 8 8
25-35 8 83 91
35-45 2 41 43
45-55 6 20 26
>55 3 8 11
Total 19 160 179

Table -V
Chi-square Test

Value d.f Asymptotic Significance (2-Sided)

Pearson Chi Square 188.967 10 0.000
Likelihood Ratio 54.771 10 0.000
No of Valid Cases 179

12 cells (66.7%) have expected count less than 5. The minimum expected count is .14.

Interpretations-From the above table we can see that there is significant relationship between age and
preference to watch IPL. As seen from the first two tables IPL is also watched by youth

H3: There is a significant relationship between Gender and Preference to watch cricket

Table -VI
Chi-Square Test - Gender Vs Preference to watch cricket

Value d.f Asymptotic Significance (2-sided)

Pearson Chi-Square 369.215a 9 0.000
Likelihood Ratio 65.304 9 0.000
N of Valid Cases 179

13 cells (81.3%) have expected count less than 5. The minimum expected count is .01.

H4: There is a significant relationship between Gender and Preference to watch IPL

Table -VII
Chi-Square Test - Gender Vs preference to watch IPL

Value d.f Asymptotic Significance (2-sided)

Pearson Chi-Square 368.980a 9 0.000
Likelihood Ratio 65.366 9 0.000
N of Valid Cases 179

13 cells (81.3%) have expected count less than 5. The minimum expected count is .01.

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Interpretations- There is a strong relationship between gender and preference to watch both cricket as well
as IPL. So gender influences the preference of watching IPL and advertisements can be created to cater to
both male and female audiences.

Brand Recall during IPL

Brand recall is the degree to which a brand is retrieved from memory either spontaneously or with a brand
cue, interchangeability with brand familiarity (Baumann et al, 2015). Brand recall is a component of brand
awareness in the Aker brand equity model. Usually companies determine how easily their target audience
will remember their product through brand recall test.

Table -VIII
Brand Recall
Brand No of people
Vivo 48
Kingfisher 18
Pepsi 13

Interpretations-The above table shows the brand recall. Vivo has highest top of mind recall followed by
Kingfisher and Pepsi.

Comparison between Mumbai and Bengaluru viewers

Table – IX
Purpose of watching Indian Premier League
Feature %. of People Liking (Mumbai) % of people liking (Bengaluru)
Enjoy the Cricket 54 57
Just an Entertainment 32 28
Cheerleaders 9 3

In terms of percentage of people liking cricket it is almost same in both cities. Mumbai respondents consider
IPL more as entertainment as compared to Bengaluru. Companies can create more attractive print
advertisements when IPL is held in Mumbai

Table -X
Self-engagement during breaks
Activity % of Respondents (Mumbai) % of respondents (Bangalore)
Watch Advertisements 39 23
Do other work 34 51
Nothing 39 23

We can see from the above table that Mumbai respondents are more oriented towards advertisements during
breaks (39% compared to 23%) whereas people in Bengaluru do other work more than Mumbai. This is very
important for the advertisers as they have to create more interesting content in their work so as to keep the
viewers engrossed during breaks also.

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Table -XI
The influence of advertisement on purchase behaviour
Options % of Respondents (Mumbai) % of respondents (Bangalore)
Yes 68 15
No 31 64
Maybe 1 21

The above table shows that Mumbai respondents are heavily influenced by advertisements whereas it is far
less in Bengaluru.

4. Discussions

The present study provides an insight for the marketers about the relevance and significance of age and
gender while marketing their products during IPL season. The study is focused on audience watching IPL in
television. The study showed that there is a significant relationship between age and gender with the
preference to watch both cricket and IPL. Maximum viewers for the cricket are from the age group of 15-25.
But it was also evident that when it comes to IPL, the age group 25-35 is dominating. The researchers could
also find a strong relationship between gender and preference to watch the cricket and IPL. As expected,
cricket is most popular among male respondents than female respondents. The other area the researchers
could explore was the brand recall of the respondents. The study found that Vivo topped in the brand recall
test followed by Kingfisher and Pepsi. But the authors could see vey less influence of advertisement on
purchase behaviour of Bangalore customers (15%) compared to Mumbai (68%).The another area uncovered
by the researchers was the purpose of watching IPL and self-engagement during commercial breaks. Half of
the Viewers from both cities recorded that they watch the game due to their liking towards it. But it is quite
interesting to note that around 30% of the viewers consider it as just an entertainment. This shows how the
popularity is slowing shifting from a game to an entertainment. The statistics shows that above 50% of the
Bangalore viewers don’t pay attention to advertisements aired during commercial breaks. This could be the
major reason for the advertisement not influencing the purchase behaviour of respondents. There were
around 19 respondents who mentioned that they don’t like to watch IPL because it has become purely
commercial and lost the charm of a game.

Advertisers have to be strategic in terms of creating the copy specifically for mega events like Indian Premier
League. They can also think about very short advertisements which are creative so that audience watch them
and not change the channels. Another problem which has happened over the years is that interest of people is
coming down in these tournaments which consumes almost two months. So to keep up the interests of people
who still watch the latter part of the tournament, it is imperative for the advertisers to be very innovative and
at the same time to the point. So in short the advertisers have to engage with audience in different ways
which take the attention maybe by using cricketers and at the same time ensuring that the audience is not
deprived of any moments of the game.

The literature review and findings from our study points down to the fact that Indian Premier League is
considered as an entertainment and advertisers reap in lot of benefits from sponsoring and associating
themselves with it. There is increase in revenue and value for most of the brands associated with the
tournament which is a testament to the importance of it as a brand wagon. The researchers would like to
conclude that the IPL can be considered as a combination of cricket business and entertainment.

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5. Limitations of the Study

The study is descriptive but limited to limited number of questions covering multiple choice questions and
not much of detailed consumer behaviour. So the number of variables considered is less and sample size is
less than 200 in both Mumbai and Bangalore. It has covered only two cities and other places have to be
considered for broader perspectives. The analysis is also limited to basic hypothesis testing using chi-square.
The questionnaire used is very basic in nature and other advanced scales, like likert, are not used.

6. Future Research

The study is very preliminary in nature and more qualitative. The questionnaire is using more of multiple
choice questions and future research can use likert scale for analysing more parameters. This will help to
understand the brand recall during IPL and will help organisations to plan their advertisements in a more
planned manner. Future research can also plan to include more cities and find out the influence of
advertisements and will help to understand brand recall better. It is also important to analyse more
demographic and independent variables and their influence on creating captive advertisements for
sustainable brand recall ensuring return on investment. The future research can also be focused on
comparison of major tournaments and how brand value increases due to advertisements attached to these
mega tournaments.

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12. Lavalette, Tristan (2019), The Billion Dollar Indian Premier League has Americanized Cricket. Retrieved from
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Short Form

IPL- Indian Premier League

Acknowledgement

The authors would like to acknowledge the respondents who took the survey and answered the questions.
Their answers helped our study immensely.

Funding ForThe Study

No funding is used for the study and is not sponsored by any agency or institute

Author Contribution

All authors have contributed equally to the conception, development and writing of the paper

Declaration of Interest

I confirm that all authors of the manuscript have no conflict of interests to declare and the work is the
authors’ original work and is not consideration for publication elsewhere

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