The Hindu Business Line : First league cricket ready for takers

New Delhi, Nov. 26 Indian cricket’s first league tournament is ready for debut. Essel Group’s Indian Cricket League (ICL) has announced ticket sales of its tournament, which takes off on November 30 in Chandigarh.

The tournament is to be broadcast on its own channel Zee Sports, complemented by regional feeds on the network’s six language channels. “The response from the advertising fraternity has been lukewarm. You may not see the top-rung advertiser usually associated with cricket,” said a media buyer who asked not to be named.

Mr Ashish Kaul, the Group’s Executive Vice-President, however, shrugged it off saying the league was not even soliciting advertising support at the moment. “We are just concentrating on putting the product out there,” he said. ICL’s second tournament is scheduled for March next year.

The current tournament is being sold as a T20 cricket carnival, with fun zones for kids and cheerleaders. “It’s the first tournament in the league format, and there is also opportunity to watch old masters like Brian Lara and Inzamam-ul-Haq, which from a viewer’s point of view is great,” said Mr Sundar Raman, Managing Director, MindShare.

However, those attractions may be overshadowed by the star line-up of the Board of Control for Cricket in India (BCCI)’s Indian Premier League, believes Mr Raman.

The IPL seems to have its marketing act well organised, starting from the line up of players (which includes Sachin Tendulkar, Sourav Ganguly and Rahul Dravid) to the bidding process for both the broadcasting rights and for ownership of teams which are to be finalised next week.

And, star power is available amongst bidders too. Hollywood actor Russell Crowe is reportedly interested. According to BCCI sources, liquor baron Vijay Mallya, Anil Ambani and actor Shah Rukh Khan are keen on owning teams. The board is expecting the $50-million base price for teams to be hugely outbid.

Mr Lalit Modi, Vice-President, BCCI, there are over a 100 bidders. The cricket entrepreneurs may have to wait for about three years before the teams start making money through the various sponsorship, ticket sales and merchandise routes, predicts Mr Raman. Interest for the television rights has also been enthusiastic; sports broadcasters have made their presentations, so have a few unusual ones, said Mr Modi.