The IPL post-2010: an uneasy transition phase?

Abstract

The Indian Premier League (IPL) is truly an event India can be proud of, as it has put the country on the global sporting map. The IPL had become a much sought-after event and such was its high brand value that prices paid to acquire franchisees and to players were at par with some of the biggest names and events in world sport. But with every soaring high comes a low and after the IPL's highly successful run between 2008 and 2010, the tournament faced its first big setback in the 2011 season. It so happened that the 2011 season also happened to be the first IPL to be held in the absence of the epochal former chairman and league founder Lalit Modi. Many feel that the poor performance of the IPL in the 2011 season, as reflected through its relatively dismal television ratings (TVRs), was a one-off, which may be explained by the proximity between the end of the Cricket World Cup in India and the start of the IPL season. However and as will be examined in this article, the problem is far deeper and is indicative of a sporting property on a downward curve. The IPL's brand value and appeal now rest heavily on how the tournament performs in the 2012 season. The dismal show in the 2011 season could be excused on the Cricket World Cup, but anything similar or worse in the 2012 season will be a matter of concern and will almost certainly raise questions on the IPL's long-term future.