Following the elimination of India from the knockout period of the World Cup 2007 (One Day Cricket) championship, the Board of Control for Cricket in India (BCCI) and team sponsors found themselves at a crossroads.
Things and other sports were competing with cricket for firms' marketing budgets and, in this setting, the IPLT20 was born. As the IPLT20 caught the imagination of viewers, an Indian conglomerate, the Sahara Group, was faced with an opportunity to bid for a brand new franchise, which could be one of two additional teams to join the present eight-team IPLT20. The Sahara Group had overlooked the chance to own a franchise in the launch of the IPLT20 two years earlier and had been apprehensive about continuing its sponsorship of the Indian test team before. This case allows for an investigation of the Indian cricket surroundings in 2007 as well as the development of the IPLT20, together with an evaluation of a bid by the Sahara Group to enter the IPLT20.
PUBLICATION DATE: June 20, 2012 PRODUCT #: W12431-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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