The main driver of revenues for sports these days Is television and cricket Is no exception. The media has played a role In highlighting very large broadcast deals for sports Like football and cricket. Sports clubs generate substantial revenues from channels through sponsorship and merchandising, which runs Into billions every year. Similarly, the major revenue stream for the PILL Is sponsorship, sale of broadcast rights and gate receipts (website, MIR publications).
Marketing strategies of PILLThe PILL has followed an array of marketing and branding strategies in order to popularize the franchise. Most of which have been enormously successful. Some of these strategies include: Creating online traffic through blob published by PILL franchise owner and Plywood megastar Shrunk Khan. Hiring international cheerleaders.
Organizing talent shows across the country and telecasting maximum advertisements during matches on prime times. For instance, Delhi Daredevils owner Relegate, an Investment firm had invested RSI. 40 million annually in branding and arresting Its team (Website, Spoilsports).Its marketing strategies include selling merchandise such as the players' Jerseys. The tournament's official advertising and marketing strategies are planned and executed by Googol and Matter, world's premier advertising firm.
With television, radio, print and outdoor advertisements like the "Cricket aka Karamazov", the creators have managed to generate more hype and a loyal fan base. Sponsorship from some of the world's most popular brands such as Monika, Tag Here, The Telegraph and Belmont has also managed to create an advertising blitzkrieg.For instance, Monika has followed a 360-degree approach with a judicious mix of print, electronic and digital media. It has also carried out road shows in cities like Kola in April 2010 (Website, Spoilsports). Overall, some of the marketing strategies adopted by PILL In its three years of existence can be listed as follows: Auctioning the deferent radio and TV channels.
Advertising the Important thing that Is talked about In which the foreign girls attracting a huge crowd [Beseechers V D, 2006]. Worldwide telecast. Auctioning the players participating in the tournament of PILL.The locations or the place chosen for the cricket matches is a strategic choice of places which are named after the franchisees which helped to attract the people [Mao P, 2002]. The timing of PILL has shown its strategic application by choosing the evening time for the matches, which makes the people to watch the game comfortably and with enjoyment.
The gala of the opening ceremony is encountered with a Live Concert. The franchises are taken by the film stars like Juju Chalk, Shrunk Khan, Pretty Zinnia etc are the center f attraction which makes the Plywood stars come for the game [Bayle R, 2000].The commentators are not less than the use of phrases that pleased the sponsors made them to pay more. The Indian Premier League uses Plywood stars as anchors.
The promotion Is done by Sashay Kumar for Delhi daredevils and Shrunk Khan for Kola knight riders. The marketing strategies and strong branding Annihilates have helped the tournament attain an overall brand value of USED 4. 1 billion in 2010 USED 12 billion, researchers are of the opinion that the PILL has much better prospects f growth, fuelled by audience and sponsors.In March 2010, the tournament announced a brand new, enormous marketing campaign worth USED 30 million on promoting the league through channels such as television, newspapers, Internet and mobiles (Mint News report). The major drive behind creating the strategy was to invoke team loyalty among the audiences. It is set to be bigger, with marketing campaigns going global in the next 2 years.
The strategies are formulated on positioning PILL as an entertainment arena rather than Just a match.
