But critics find the jamboree formula-driven. "What you see happening here are gunshot solutions, says Sandeep Goyal, chairman, Dentsu India. Goyal's observation comes from his experience at Dentsu, which is one of the world's leading sports marketing specialists.
It has the marketing rights for the FIFA World Cup and the Olympics till 2020. Others are concerned that the main entertainment value may not be provided by cricket.
"A half-hour Sonu Nigam concert may be good value for entertainment but that should not be the reason why people come and watch IPL," cricket commentator Harsha Bhogle says.
However, IPL franchisees claim they are aware of their responsibility to look beyond the in-your-face tamasha and build long-term brands. For a start, the team names offer a peek into their brand identities.
In Hyderabad, J Krishnan, CEO and president of the Deccan Chargers, is all charged up about Deccan Chronicle Holding's IPL franchisee.
"Deccan Chargers: The Unstoppables, as the name suggests, will always play a strong and aggressive game," he says. The team's red and gold colours stand for boldness and victory respectively. Rajasthan Royals reflects the character of the state: loyalty and valour, which embellishes its history and culture.
Image: Sourav Ganguly (R) talks with T A Sekhar | Photograph: Sajjad Hussain/AFP/Getty Images
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