Few months ago, American Appraisal has come out with a concise report on brand values in the Indian Premier League (IPL).
Despite mounting criticism against the Indian Premier League (IPL) and allegations of match-fixing in the cricket tournament, according to this report, IPL is the most lucrative sporting event in India.
The report incorporates a thorough analysis of the entire 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.
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Chennai Super Kings and Mumbai Indians have emerged as the most powerful brands (valued at USD 72 million each) with Kolkata Knight Riders following closely behind (at USD 69 million). Royal Challengers Bangalore (USD 51 million), Rajasthan Royals (USD 45 million) and Delhi Daredevils (USD 40 million) are in the middle, with Kings XI Punjab (USD 32 million) and Sunrisers Hyderabad (USD 25 million) at the bottom of the barrel.