Broadbandindia Magazine

Once Vajpayee commented with reference to an Indo-Pak cricket match that “only cricket should win.” The cricket till April 18, 2008, the day when Indian Premiere  League (IPL) matches were inaugurated at Bangalore, was played unendingly with the Vajpayee spirit or was at least thought to be played with the same. But April 18, seems to be the date of a complete metamorphosis of this ‘game of gentlemen’. The IPL matches have brought money and only money to the fore and in the beginning, at least, the Indians could not reconcile with the fact that a cricketer could be ‘auctioned’ at a price of six crore rupees. Some analysts felt that purchasing teams for prices ranging from Rs 268 crores (Jaipur Royals) to Rs 448 crores (Mumbai Indians) does not suit India at least as of now since India is not yet in the thick of the globalization era of the world. But what would they say now to the record sale of the Pune and Kochi teams for 370 million and 330 million. And we are talking US dollars here, not rupees. Whoa! Wassup?

This time around, not only players and teams are on sale, but also merchandise sales are expected to role in loads of money. Kolkata Knight Riders, Mumbai Indians and Chennai Super Kings are expected to lead this season in terms of revenues from their various merchandise sales. It’s interesting to note that cricket has no nexus with the amount of money the teams are churning. KKR is the best example to this effect. Despite being the poorest performer last season, Shah Rukh Khan ended being the second highest money grosser! Prices of advertising slots are also set on fire! From a fee of Rs 3.75 lacs for a 10s slot, rates have now gone up to Rs 5 lacs for the same slots!

IPL is just all over the place. Lalit Modi and Co. has created a worldwide brand for themselves. The IPL Branded Business Value has doubled from $2.01 bn to its present value at $4.13 bn, according to London-based Brand Finance Plc. Lalit Modi- the man behind the show has converted the game literally into a money making racket where sports has taken a back seat. First comes money; next is also money! Cricket is nowhere to be seen! In fact, he should now consider renaming the world’s richest cricket franchise from Indian Premier League to Indian Paisa League!

Ramesh Jalan
Publisher
E-mail: rameshkumarjalan@rediffmail.com