Playing with a Straight Bat
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PLAYING WITH A STRAIGHT BAT A Concise Report on brand values in the Indian Premier League June 2016 Image source Getty Images Table of Contents A Concise Report Contents PageNo. on Brand Values in the Indian Foreword: Playing with a straight bat 3 Premier League Summary of Brand Values 4 The Juggernaut rolls on! 5 Sports in India – The game is 7 changing! Understanding Brand Value in the 9 IPL Valuation Approach and 11 Methodology Conclusion: Heading in the right 12 direction Duff & Phelps 2 FOREWORD Playing with a straight bat Dear Readers, It gives me great pleasure in welcoming you to the third edition of our annual study of Indian Premier League (“IPL”) franchisee brand values. This IPL season has drawn attention for all the right reasons with a relatively controversy-free tournament, coupled with some scintillating on-field performances which have brought the spotlight back to the game. Over the years, we have seen multiple instances of scandals surrounding the premier sporting event of the country, but in almost every single year, the IPL has come out stronger and more popular than before. However, this year the added bonus and a major boost to the Brand IPL has been a controversy-free IPL season. Also, the IPL Fan Parks initiative, which saw footfalls of 15,000 to 20,000 spectators every weekend, was a huge Varun Gupta hit in the Tier 2 and Tier 3 cities. The other initiatives such as Twitter match hashtag Managing Director trends, IPL Selfie trends, player battles and the Facebook “Support Your Team” initiative Duff & Phelps India also ensured that the fans were hooked on the IPL. Before the start of the tournament, there were apprehensions about how Brand IPL would survive the tumultuous prior 12 to 15 months which included the suspension of two popular franchisees - Chennai Super Kings (CSK) and Rajasthan Royals (RR) for two seasons as well as Pepsi terminating its association with IPL. On the contrary, Brand IPL not only came out of these controversies relatively unscathed but also surged forward to prove that it is the most successful cricketing league in the world and one of the premier sporting events across the globe. The Vivo title sponsorship deal was 26% higher than the Pepsi deal. Sony completely sold out its ad slots for the IPL season even before the first ball of the tournament was bowled (despite hiking ad rates by nearly 15%). These along with the recent news of Hotstar’s viewership touching 100 million (a jump of nearly 45% from the previous season), suggest that Brand IPL’s popularity is not only intact but is in fact increasing. The above evidence is also reflected in our valuation analysis. The value of Brand IPL has increased to US$ 4.2 billion from US$ 3.5 billion, even though the US$-INR currency has depreciated by nearly 10%. For our analysis this year, we did not value Rising Pune Supergiants (RPS) or Gujarat Lions (GL) due to lack of visibility on their association with IPL beyond IPL Season 10 when CSK and RR are expected to come back after serving their suspensions. Royal Challengers Bangalore (RCB) were the biggest gainers in percentage terms with a 31% increase in their brand value over last year’s value. SunRisers Hyderabad (SRH) also gained nearly 17% value while Kings XI Punjab (KXIP) and Kolkata Knight Riders (KKR) lost nearly 24% and 10%, respectively, of their last year’s brand value. As an aside, we are happy to announce that following the global merger of American Appraisal with Duff & Phelps, we have fully transitioned our brand to Duff & Phelps from American Appraisal in India. We look forward to your feedback. Varun Gupta Duff & Phelps 3 SUMMARY OF BRAND VALUES Brand Value Brand Value Mumbai Indians (2015) (2016) Rank: 1 8% Previous Year’s Rank: 2 $72mn $78mn Brand Value Brand Value Kolkata Knight Riders (2015) (2016) Rank: 2 -10% Previous Year’s Rank: 1 $86mn $77mn Royal Challengers Bangalore Brand Value Brand Value (2015) (2016) Rank: 3 31% Previous Year’s Rank: 4 $51mn $67mn Brand Value Brand Value SunRisers Hyderabad (2015) (2016) Rank: 4 17% Previous Year’s Rank: 7 $35mn $41mn Brand Value Brand Value Delhi Daredevils (2015) (2016) Rank: 5 0% Previous Year’s Rank: 8 $34mn $34mn Kings XI Punjab Brand Value Brand Value (2015) (2016) Rank: 6 -24% Previous Year’s Rank: 6 $41mn $31mn IPL VALUE CREATION Value generated by the IPL as a business 19% US$ 4.2 BILLION Image source Getty Images Duff & Phelps 4 INTRODUCTION The juggernaut rolls on! No other brand would have survived More evidence of the strength of Sony Pictures the onslaught that Brand IPL had to Brand IPL was Vivo Mobile’s deal to face since its inception. Conflicts of become the title sponsor for IPL by Networks India’s interest, allegations of match / spot paying INR 1,000 million a year (a fixing, couple of team owners and a 25% premium from the earlier deal) (SPN) advertising few players being banned for life, after Pepsi decided to prematurely allegations of professional misconduct terminate its 5-year contract with IPL. revenues grew by by certain office bearers among other issues eventually led to the highest Many analysts predicted this year’s 20% over last year. court of the country stepping in to IPL to garner less spectator interest clean up the taint from the nation’s largely due to an overdose of cricket favourite sport by constituting the as the ICC T20 Cricket World Cup had Justice Lodha Committee. The after- concluded just a week before the start effects of these controversies of Season 9. Initially, the analysis did eventually led to the banning of CSK prove correct, with the first week IPL Fan Parks was and RR from participating in the average Television Ratings (TVR) at tournament for two years. 3.50 dipping to the second lowest in a tremendous the history of the IPL as compared However, the effects of these against 4.50 during the first week of success with an controversies had very little impact on Season 8. There was also lower crowd the spectators and the advertisers attendance at the stadiums. However, average footfalls of alike with the official broadcaster, both the fans’ interest in IPL and the Sony Pictures Networks India (SPN), crowd attendance increased 15,000 – 20,000 in garnering a record INR 1.2 billion in dramatically after the initial slow start. advertising revenues (a growth of IPL Fan Parks were a remarkable each fan park. 20% over its last year’s ad revenue). success with each fan park getting a SPN also sold its entire ad inventory staggering 15,000 – 20,000 footfalls before the start of the tournament, on any given weekend. which was remarkable. Television no longer remains the only platform to consume IPL- related IPL Title Sponsorship Trend content. Viewership on digital ) n platforms (phones, tablets, computers, M 1200 R 27% 1000 etc.) also increased multi-folds this N I ( season, an indication of the shift in 1000 r preferences and viewership. Star a 790 e 58% Y 800 India’s Hotstar, which holds Internet r e and Mobile broadcasting rights for IPL, P 600 500 e touched 100 million in viewership this e F season which more than doubled from p i 400 h 41 million viewership at the end of IPL s r Season 8. Moreover, more than 60% o s 200 n of viewers accessed the matches via o p their smartphones. S 0 DLF Pepsi VIVO 2008 - 2012 2013 - 2015 2016 - 2017 Duff & Phelps 5 INTRODUCTION Hotstar Viewership Trend 120 100 ) n 100 M 144% ( 80 IPL was the # p i 60 52% h fastest growing s 41 r e 40 27 w sports league on e i 20 V Twitter with 300% 0 growth. 2014 2015 2016 Twitter Trend (Fastest Growing League) 400% r 300% RCB & Virat Kohli Y 1 300% t 239% s a were the most L n 200% i h 125% mentioned team t w 99% o r 100% & player on G Twitter during this 0% IPL UCL NFL NBA IPL Season. As per data shared by Twitter India, Sports website, Cricbuzz.com, IPL has become the fastest growing recorded a 40% jump during this IPL global sports league on Twitter with a season with 30 billion page views and 300% growth, higher than UEFA viewers spending more than 24 billion IPL Facebook fan Champions League (UCL) (239%), minutes on the platform. Cricbuzz had National Football League (NFL) 14 million average active daily users page grew by (125%) and National Basketball during the IPL season, which jumped Association (NBA) (99%). Nine out of to 19 million for the final match over 2 million ten Indian Twitter users are cricket between RCB and SRH. fans, with cricket being one of the key fans during IPL conversation drivers on their Twitter There was also a 64x growth in IPL handles. RCB were the most video views this season as compared Season 9. mentioned team on Twitter with to the 2015 Season. skipper Virat Kohli being the most followed IPL player on Twitter. The phenomenal success of IPL Season 9 was largely helped by a Facebook also saw the highest ever controversy-free season and some conversations on IPL this season with scintillating performances on the field. 360 million interactions from over 30 million users. Virat Kohli was the most There was no surprise that the real talked about player on Facebook with winner of IPL 9 was the game of Gujarat Lions being the most talked cricket.