The Indian Premier League (IPL) cricket matches have gone through three successful seasons during 2008, 2009 and 2010 respectively. IPL has been modeled brodly after similar leagues in football and other games that are popular elsewhere in the world. IPL has seen tremendous success from the commercial point of view. It has also helped to a great extent in creating excitement and interest in the game of cricket in India. However, some recent controversies related to procedural and financial improprieties have marred the image of the IPL brand. This case study takes a look at the positive and negative dimensions of IPL and offers scope for debate and discussion.

The Twenty20 format has changed the face of the cricketing world since its commencement in 2003. It has become an enduring part of the international and domestic cricket calendars and has kindled tremendous interest in this sport. The introduction of Indian Premier League (IPL) by the Board of Control for Cricket in India (BCCI) with its high-profile television deal and auctioning of players has created excitement that was never witnessed earlier in the world of cricket. Twenty20's short format with rapid action has made cricket more attractive to new and old fans alike. The matches lasting around two-and-half hours are in line with the duration of other popular sports; and this makes it more convenient for both television and live viewing. As a result, Twenty20 is set to occupy a permanent place in the field of cricket. IPL has taken great strides to exploit the potential offered by the Twenty20 format.

One cannot create an international sports brand without extending its fan base beyond local limits. The inclusion of both Indian and foreign players in IPL has resulted in broad-basing its popularity. After the success of IPL 1 in 2008, despite the shift of IPL 2 in 2009 to South Africa, the franchisees were able to maintain their brand building drive in the Indian market. IPL enjoys high brand value, thanks to the cricket loving nature of Indians. With two more teams expected to join IPL in the next (i.e., the fourth) edition, Brand IPL is likely to witness another big leap as a successful commercial enterprise.

Marketing Mastermind Magazine, Indian Premier League, Board of Control for Cricket in India, International Sports, Brand Building, Commercial Enterprises, Indian Market, Global Sports, Global Cricket Venture, Smart Phone Applications, English Premier League, Hospitality Services, International Cricket Council, Conventional Cricket, IPL Season.