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IPL could turn into a Rs 1000 crore brand


Kajal Iyer,CNN-IBN
Apr 07, 2011 at 08:09am IST

Mumbai: Just as the World Cup madness was settling in, the Indian Premium League (IPL) is about to begin. As season 4 of IPL starts on Friday, ad rates are skyrocketing thanks to India winning the World Cup.

"Endorsement is not something a cricketer should think about…but I will happily accept what comes and hopefully there are many more to come," said Team India skipper MS Dhoni.

The world cup windfall hasn't yet stopped, and with the IPL following close on its heels, the players are expected to earn at least 30 per cent more. The last remaining ad spots for IPL are reportedly being sold for 20-30 per cent more, with the most recent rates have been quoted as Rs 6.5 lakh per 10 seconds.

Sources say IPL could turn into a Rs 1000 crore brand this edition and skipper Dhoni's Chennai Super Kings is expected to benefit immensely in terms of sponsorships. Gautam Gambhir who had the highest auction price is also expected to turn around KKR's fortunes, while Yuvraj Singh's world cup performance is expected to generate positive interest in the new Pune team.

Experts say even after the World Cup, viewer fatigue is not a worrying aspect anymore.

"First, I want to say, there is no such thing 'too much cricket' anywhere. There is a huge high after the World Cup...they want to see Dhoni play again, want to see Sehwag play again, want to see Zaheer play again," said commentator Harsha Bhogle.

This is also the first IPL without Lalit Modi, whose persona was also a major marketing point. But marketers say despite the controversies, the sponsorships have been atleast 30 per cent higher than last year and the world cup is now an icing on the cake.

"I think brands that missed out on the bandwagon will now see an opportunity and will want to associate in whatever way they can," said Melroy D'souza of PMG Sports.

So everyone is gearing up for another cricketing extravaganza.

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