With the Indian Premier League no longer Indian the big question is can it repeat last year’s success in terms of viewership? MindShare-Mint-Synovate survey reveals that the recipe behind IPL’s mega success is its localised loyalty with a city-based dedicated fane base.

Teams saw the highest viewership ranging between 42 to a whopping 88 per cent whenever the matches were played on their home turf. The representation of their city was the main reason why fans backed individual teams. But this year IPL is no longer Indian and that’s why analysts say many of its success factors have lost its relevance. Thus, franchisees will have to come up with new marketing campaigns to attract new eyeballs and hard sell their teams.

“The marketing will be obviously tweaked because the aala re in Mumbai can’t be aala re in South Africa,” said Piyush Pandey, executive chairman and national creative director, O&M India. One way to woo the crowd will be to get them in local multiplexes and create a charged atmosphere that’s the closest one will get to an amphitheatre feel. In other case as some tour operators and airlines are planning along with the franchise owners that fly down the fans at specially discounted rates.

“We and the franchisees are trying to make sure that the city fans get to see the matches live. It is very important to have their continuity in this IPL too,” said Lalit Modi, commissioner, IPL.
But there will be a huge business opportunity that is bound to get lost from local hotels to transporters and others logistics vendors. The pitch is getting queer every passing day.
Source – profit.ndtv.com