The Indian Premier League, conceptualized in 2007 by the Board of Control for Cricket in India (BCCI) has not only revolutionized the way the game of cricket is played but has also emerged as the most valuable sporting brand in India today. With big money, popular faces, glamor and power on display, this brand has, within a span of three years, captured the hearts and minds of millions of fans across the world.

The Indian Premier League or the IPL is a Twenty20 cricket competition initiated by the Board of Control for Cricket in India (BCCI). The first edition of the game was held in 2008. It has many top players from India and abroad playing for eight teams (franchises). The game has grabbed the attention of all the top players of the world and of the cricket lovers around the globe. The franchises are owned and managed by businessmen and people from the Indian film industry. Within a span of just three years, the IPL has morphed into a money spinner attracting personalities from the cricket business and from the Bollywood world. In fact, according to some, IPL as a mega cricket event is actually 99% entertainment and only about 1% cricket. Besides having celebrities from the Indian film industry and corporate world, many personalities from the political sphere are also involved in the IPL. IPL has turned out to be the ultimate cricketing event in today's era of glamor, glitz and entertainment. India is a cricket-crazy country and IPL is a huge event that draws fans from across the world. Many companies and advertisers leverage on this event to reach out to the viewers and advertise their products and services. New products are launched, new offers are made, new ads are launched, every advertiser wants to get the biggest share of this money spinning machine during this period. Its (IPL) relationship with sport is not that of a member but of a consumer. Its competition is not with sports but with general entertainment.

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