We are pleased to present our second annual report on Brand Values in the Indian Premier League. The report is based on a survey of 300 key participants involved with the IPL – team managements, sponsors, advertisers, advertising agencies and broadcasters.
The report incorporates a thorough analysis of the stream of cash flows available to franchises, and breaks it down into two parts – those cash flows that are attributable to brand strength (team sponsorship, merchandising, etc.) and those that are not brand related (share of central pool sponsorship, broadcasting, etc.). Brand value has been estimated only on the basis of the cash flows that are attributable to brand strength.