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Controversies sell, and the latest series of incidents involving IPL have only added more drama to the T20 league rather than denting its brand equity, according to industry experts and advertisers.
Allegations of spot-fixing by some players, Shah Rukh Khan’s spat in Mumbai and molestation charges against Royal Challengers Bangalore player Luke Pomersbach have hit the IPL last week as the tournament reached the last stages of league matches.
“The advantage IPL has is that it never had serious credibility to begin with. So, these controversies have not come as a shock. The cushion that IPL has is that it is more of a brand than serious sport,” Future Brands Managing Director and CEO Mr Santosh Desai told PTI.
He said there was doubt whether issues like spot fixing will be seriously followed up with the team owners and franchisees.
“Till the time this event is on, people will get entertained and forget what happened after it is over. IPL is like a reality show on TV with all the colours, fun and drama,” Mr Desai added.
Media planners and advertisers say IPL is nearing the most exciting phase although teams such as Rajasthan Royals, Deccan Chargers and Pune Warriors are already out the tournament.
According to media buying agency ZenithOptimedia’s Managing Partner Mr Navin Khemka, in a long event like IPL, a few incidences are bound to happen.
“A few controversies do not impact the popularity of IPL...viewers’ interest in the tournament is intact,” he said.
Even advertisers are of the view, that with each passing day, IPL is getting more attention from audience.
“The event is far too big for these controversies. Compared to the initial phase, IPL now looks much better and promising,” Havells India Vice-President Mr Vijay Narayanan said.
Commenting on the exit of teams headed by popular players like Sourav Ganguly, Rahul Dravid and Kumar Sangakkara from this season, he said: “They are great players...Of course people like Ganguly and Dravid will be missed, but the sun has to set some day. It is pretty normal,” he added.
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