MUMBAI: Writing for GroupM Sporting Nation’s 12th Edition IPL chairman Arun Singh Dhumal has said that while the journey so far has been remarkable the next phase will be about building a lasting legacy.
Beyond the Two-Month Window: Keeping IPL Relevant Year-Round
One of the biggest challenges for the IPL he noted is maintaining relevance in the months after the tournament ends. While the two-month spectacle dominates global viewership, the focus now shifts to ensuring that IPL
remains top-of-mind for fans throughout the year.
1. Franchise-Owned Tournaments & Global IPL Expansion
The introduction of other T20 tournaments—such as the SA20 in South Africa and ILT20 in the UAE, has set the ground for a reintroduction of a Champions Trophy equivalent to not only take the brand IPL to other
markets but grow the sport at large.
2. A Women’s IPL and Grassroots Expansion
The success of the inaugural Women’s Premier League (WPL) in 2023 was a major milestone. By nurturing this league with the same commitment as the IPL, we can ensure that city-based franchise cricket remains a 12-month conversation. Additionally, investment in grassroots tournaments under IPL franchises can create stronger pipelines of talent.
3. IPL-Themed Digital Content & OTT Expansion
Leveraging streaming platforms for IPL docuseries, behind-the-scenes content, and in-depth player
analytics can keep fans engaged in the off-season. The success of “The Test” on Amazon Prime and “Drive to Survive” for Formula 1 shows that sports storytelling can fuel fan interest beyond matchdays.
Learning from Global Sports Leagues: While the IPL has undoubtedly set a benchmark in cricket, leagues such as the NFL, NBA, and Premier League offer valuable lessons for long-term sustainability.
1. Global Expansion:
The English Premier League (EPL) has built a global fanbase by playing preseason matches in Asia and the US, signing local broadcasting deals, and engaging with international communities. The IPL’s global appeal and
fan base makes it a product ripe enough for export and spread wings in other markets.
2. Year-Round Engagement:
The NBA and NFL have mastered off-season engagement through free agency, drafts, and pre-season games. IPL teams can drive engagement through academy programmes, talent scouting tournaments, and exclusive digital content.
3. Merchandising And Licensing:
European football clubs generate significant revenue through merchandise sales. While IPL franchises have started tapping into this, a deep dive into this revenue stream and an Indianised approach could truly unlock and enhance fan loyalty.
4. Data And Fan Engagement:
As IPL we invest in digital innovations. One area where we would continue our efforts to make significant strides is enhancing fan experience – be it on broadcast or on ground.
The IPL he explains is no longer just a cricket tournament; it is a cultural phenomenon. As the league steps into its 18th year, the focus remains on continuous innovation, global expansion, and ensuring that the league
leaves a positive impact—not just on the game but on society at large.
By learning from the best global leagues, enhancing year-round engagement, and driving sustainability efforts, the IPL can ensure that it remains the gold standard in cricket and sports entertainment for decades to come.
He noted that the league’s ability to attract world-class players, cutting-edge technology, and a format that balances high-intensity competition with engaging entertainment has resulted in success.
The Journey: From a Start-Up League to a Global Powerhouse: The IPL’s growth story he writes is nothing short of phenomenal. In 2008, the league launched with eight franchises. By 2022, IPL grew to a 10 team affair with media rights commanding a staggering $ 6.2 billion, reflecting its immense global appeal. The league’s franchise valuations have skyrocketed, with teams like the Mumbai Indians and Chennai Super Kings rivaling some of the biggest clubs in European football and the NFL.
A key factor behind this success has been the IPL’s ability to attract world-class players, cutting-edge technology, and a format that balances high-intensity competition with engaging entertainment. The introduction of the Impact Player rule, the rise of talent from smaller towns, and innovations such as auctions have kept the league fresh and unpredictable.
The success of the IPL has also reshaped the cricketing calendar. Other T20 leagues—such as Australia’s Big Bash League (BBL), England’s The Hundred, and Major League Cricket (MLC) in the United States—have followed in its footsteps, but IPL’s scale and commercial dominance is second to none.
