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THAT the IPL is awash with cash is no secret, but the kind of money being generated every year is mindboggling. IPL chairman and match commissioner Lalit Modi was expecting revenues to the tune of Rs 4700 crore this year. Last season, the IPL earned $ 450 million. Now, Modi expects to double the income every year. That is around Rs 9000 crore next year, for a two-month long carnival. Amazing indeed. This arrangement will continue till 2017 — the 10-year period in which the franchisees have contracts with the IPL —after which it will take a 50 per cent cut, while the franchisees will get 45 per cent. Its source of income is manifold. The brand value of IPL was estimated this year at $4.13 billion (Rs 18,000 crore). DLF has paid $50 million for the title sponsorship for a period of five years. Other five-year deals include $22.5 million by Hero Honda, $12.5 million with PepsiCo and $26.5 million with Kingfisher Airlines. In fact, the IPL plans to have 80 official merchandising deals, for all conceivable and inconceivable services, this year. The auction of the eight franchiees in the inaugural year in 2008 fetched Rs 2293 crore ($723.59 million). And this year, the auction of two new teams — Kochi and Pune — earned more than what the eight earlier franchisees had paid together. Sahara Adventure Sports won the Pune bid for $370 million while Rendezvous Sports Ltd paid $333.3 million to own the Kochi team. Last but not the least, the combine of Sony and World Sports Group together shelled out Rs 8700 crore for the television rights for a period of 10 years. — MSU
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