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Article
Publication date: 1 January 2011

Adrian Pritchard

The cricket Indian Premier League (IPL) was set up in late 2007 and played for the first time in 2008. The IPL is probably the first time in the history of professional…

120

Abstract

The cricket Indian Premier League (IPL) was set up in late 2007 and played for the first time in 2008. The IPL is probably the first time in the history of professional team sport that an Asian league has become stronger than a European one. This paper examines the IPL's first year of operation, comparing its organisation with Major League Baseball and the English Football League. The paper concludes that the IPL has more in common with Major League Baseball, although it has, in some respects, proved more flexible than both in its mode of operation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Abstract

Subject area

Marketing management, Sports marketing.

Study level/applicability

The case is targeted at students of postgraduate and undergraduate programmes in business administration, specialising in marketing management/sports marketing.

Case overview

The Hockey India League (HIL) failed to make its mark. After the grand success of the Indian Premier League in India, there were hopes afloat for the HIL to follow suit. However, while the Pro Kabaddi League and the Premier Badminton League received much appreciation from a devout audience, the HIL did not quite live up to its expectations. With its evident failure for two consecutive seasons, investor sentiments were at an all-time low and most stakeholders wanted to back out. The future of the HIL now hangs in the balance, with the uncertainty of whether it should be shut down or given one more chance.

Expected learning outcomes

The participants are required to understand the Indian sports environment and the factors that play a major role in making a sport not only popular but also lucrative from the point of view of the investors. They will be called upon to improvise on the existing format of a sport, making it more attractive to the audience. Through such an exercise, they will understand how strategic changes to basic game formats can impact its success or failure. The case will encourage participants to think about viable business models for the revival of different types of sport.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 1 December 2020

Tulsi Jayakumar

To understand: – the demand and supply side challenges in launching a new product in sports. – Factors, which go into the making of a successful “new” sport. – The role of…

Abstract

Learning outcomes

To understand: – the demand and supply side challenges in launching a new product in sports. – Factors, which go into the making of a successful “new” sport. – The role of planning in sport management.

Case overview/synopsis

In July 2017, on the eve of Pro Kabaddi League (PKL) Season 5, kabaddi had emerged as one of India’s most important non-cricketing sport. PKL was India’s first men’s professional kabaddi league, introduced by Mashal Sports and Star India in 2014. Kabaddi was an indigenous sport, and India had an unbeaten international track record as world champions. Yet, the sport and its players had never received their due in India. In 2017, while kabaddi’s popularity had increased, leading to sponsorship opportunities, huge player bids, prize money and television viewership, all was not quite hunky-dory. A women’s kabaddi league introduced only the previous year had not been continued, despite an extended format in 2017. The audience profile also did not match that envisaged by Star. As a unique creator of sports content, Star was in an enviable position in India; and so was Kabaddi as a sport. How had Star created a new property around an indigenous sport with rural and rustic associations, transforming it into a snazzy, up-market sport within just three years, even while leagues involving other popular sports failed to create a mark? Could Star sustain this interest? How could kabaddi retain its “star” position within Star’s stable?

Complexity academic level

In an undergraduate or a postgraduate programme in business administration.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 11: Strategy.

Details

Emerald Emerging Markets Case Studies, vol. 10 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 28 August 2020

Rehan Aftab and Muhammad Naveed

The study invites seminal investigation on potential of investment returns in professional sports leagues. In line with scope of research, the analysis of this study…

Abstract

Purpose

The study invites seminal investigation on potential of investment returns in professional sports leagues. In line with scope of research, the analysis of this study brings into focus the Pakistan Cricket Board (PCB) and franchises pertinent to Pakistan Super League (PSL) for investment appraisal and returns analysis.

Design/methodology/approach

The methodical aspect of research deals with financial ratios and sensitivity analysis capturing the potential of returns on investment for target sample of study.

Findings

The investment appraisal substantiates the significance of potential returns on sports projects. The returns of investment reports sluggish seasonal returns during initial phase of PSL; however, return on investment (ROI) optimized with the maturity and further capitalization of Pakistan Supper League in more concentrated competitive environment. Sensitivity analysis proves variability of returns with changes in growth prospect of franchises.

Research limitations/implications

The study provides important working knowledge for existing and potential new investors and sports boards to consider the financial investment feasibility through customized investment models and relative orientations of promotion of sports, new talent hunting and re-fabricating the structure of sports in line with new age.

Originality/value

The efficacy of research is ensured through empirical verification of data obtained from reliable sources, and the novelty of research comes from investment appraisal and analysis of growing sports league familiarized as Pakistan Super League. The research approach and target sample are quite unique in context of sports leagues literature.

Details

Managerial Finance, vol. 47 no. 6
Type: Research Article
ISSN: 0307-4358

Keywords

Article
Publication date: 11 August 2020

Giridhar B. Kamath, Shirshendu Ganguli and Simon George

This paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in…

Abstract

Purpose

This paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender.

Design/methodology/approach

Data were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM).

Findings

Attachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study.

Practical implications

This study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands.

Originality/value

This is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Case study
Publication date: 14 November 2013

Sanjeev Prashar, Harvinder Singh and Kara Shri Nishanth

The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case…

Abstract

Subject area

The courses prominent in this context are: social media marketing, integrated marketing communication, internet marketing. For the students of internet marketing, the case may be focussed on understanding the dynamics of social media marketing.

Study level/applicability

The case shall be administered among students pursuing their post graduate degree in management.

Case overview

The case reflects the importance of social media marketing and various successful campaign activities led by Mumbai Indians. It highlights how companies can connect with audience vide social media that provides instant feedback and direct connection with the target audience. The strategic frame that can be used to organize the campaign has been suggested by the authors in teaching notes, besides evolving the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel.

Expected learning outcomes

The case may be focused on understanding the dynamics of social media marketing. Management students would have a huge learning in terms of how social media campaigns are developed and effectiveness of social media campaigns. The case explains the metrics to evaluate the success/effectiveness of such campaigns. The case evaluated social media campaigns and identified best-suited channel which would be a learning for student studying online marketing.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 3 no. 5
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 29 March 2016

Samir K. Barua and N. Balasubramanian

The game of cricket that originated in Britain thrives on passion and the following it generates in India and other South Asian countries is tremendous. The Board of…

Abstract

The game of cricket that originated in Britain thrives on passion and the following it generates in India and other South Asian countries is tremendous. The Board of Control for Cricket in India (BCCI) is the apex governing body that controls all cricketing events in the India. Being the richest such body, BCCI is the most powerful national body among similar organizations across countries where cricket is played. The world of cricket saw a sea change with the introduction of the Indian Premier League (IPL) due to its unprecedented commercial success. The case describes the betting scandal that hit IPL, BCCI and its promoter in the middle of 2013. The scandal involved the son-in-law of the President of BCCI. The events following the scandal saw the Supreme Court of India, the highest judicial body in the country, to indict BCCI and its President of serious misgovernance. Set in this backdrop, the case highlights governance issues in the functioning of not for profit organizations such as BCCI. The case provides an opportunity to reflect on and discuss as to how such quasi-public bodies ought to be governed.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

Abstract

Details

Sport Business in Leading Economies
Type: Book
ISBN: 978-1-78743-564-3

Article
Publication date: 8 August 2019

Gourishankar S. Hiremath, Hari Venkatesh and Manish Choudhury

The purpose of this paper is to examine whether the emotions and sentiments related to the outcome of the sporting event influence the investment making process.

Abstract

Purpose

The purpose of this paper is to examine whether the emotions and sentiments related to the outcome of the sporting event influence the investment making process.

Design/methodology/approach

This study uses the data on stock prices of firms sponsoring the Indian premier league (IPL) teams and data on Indian stock market. The event-study frameworks along with autoregressive moving average and GMM regression are employed to empirical quantify the impacts of the performance of the IPL teams on the stock market returns of the sponsors’ stocks and response of Indian stock market to the outcome of T-20 international matches.

Findings

The paper finds that the team winning IPL title in a season has a positive impact on the returns of the sponsors’ stocks of a particular team, whereas loss of team has a negative impact on returns. The outcome of the cricket matches played by team India in the T-20 has a negligible effect on the Indian stock market.

Practical implications

The finding of the study implies the coexistence of emotions and rationality at different points in time and the relevance of adaptive market hypothesis to explain such time-varying behavior.

Originality/value

The present investigation is first of its kind to test whether the performance of the IPL cricket team can influence the stock returns of the sponsors. This research shows that sentiment related to sports event such as cricket influences the decision-making process and thus affects underlying stock prices.

Details

Review of Behavioral Finance, vol. 11 no. 3
Type: Research Article
ISSN: 1940-5979

Keywords

Article
Publication date: 10 May 2013

Hemanta Saikia, Dibyojyoti Bhattacharjee and Atanu Bhattacharjee

The purpose of this study is to identify the cricketers who were able to justify their salary by their on‐field performance in the Indian Premier League (IPL).

Abstract

Purpose

The purpose of this study is to identify the cricketers who were able to justify their salary by their on‐field performance in the Indian Premier League (IPL).

Design/methodology/approach

A measure is developed to quantify the batting, bowling and wicket keeping performance of a cricketer into one single index called as the performance index. Based on the performance index of cricketers, from first three seasons of IPL, and using the binomial option pricing model, the neutral present values of the cricketers are determined. The distributional pattern of the present values of cricketers is identified and cricketers are classified based on the level of present values. Similarly, the distributional pattern of the bid prices of cricketers is identified and the cricketers are classified on the level of their bid prices. The cross tabulation of the classified bid prices and classified present values, can be used to identify the cricketers who were able to justify their salaries.

Findings

The study can spell out which players had amplified their bid prices and to what extent by their on‐field performances.

Research limitations/implications

The performance measure developed in the paper does not consider the fielding skill of the cricketers, as there is no established measure for fielding performance in the game of cricket. Another limitation of the study is that the risk neutral probabilities for the upward and downward states, for the different time periods are assumed to be constant. However, in real life situations these risk neutral probabilities may not be constant for the different time periods.

Practical implications

The proposed model of performance measurement can also be used in several other professional sports. As the idea of IPL works, on franchisee‐system based of hiring players and transfers, so the same model can be applicable to all such sports like football, rugby, baseball where such system exists. This may be helpful to the franchisee to decide on which players should be considered and who should to be dropped for a given price. The players can also use this model to understand what their market price should be and ensure that they are not underpaid.

Originality/value

The article is the first of its kind and hence original in nature.

Details

Sport, Business and Management: An International Journal, vol. 3 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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