Lalit Modi was a marketing director for the BCCI who is credited with creating the popular Indian Premier League (IPL) Twenty20 cricket tournament. He structured the IPL similarly to other professional sports leagues around the world by forming city-based franchises and recruiting Bollywood celebrities and businesspeople as team owners to generate interest. The IPL proved hugely successful in attracting spectators, players, and sponsors. It helped professionalize cricket in India and increased salaries for players. However, Modi's involvement in the IPL later declined due to conflicts with the BCCI.

1. LALIT MODI

2.  BACKGROUND
 ENTRY INTO CRICKRT
 MONEY MAKER
 INDIAN PREMIRE LEAGUE
 KEY FEATURES OF IPL
 IPL FROM PLAYERS,SPECTATORS,FRANCHISES,
 STRATEGIES EMPLOYED
 BCCI POINT OF VIEW
 DEALS OF IPL FOR BCCI
 HIS AWARDS & RECOGNITIONS
 CONCLUSION

3.  Born in 1963 in Delhi, India, Lalit Kumar Modi
studied at the prestigious St.Joseph's
College, Nainital. He attended Duke University
in the United States, graduating in 1986 with a
degree in marketing.
 He is the scion of Modi Enterprises, a multi
Billion Dollar group, the industrial
conglomerate founded in 1933, it has interests
in agro-chemicals, tobacco, tea and
beverages, education, entertainment and Real
estate. He also sits on the board of Godfrey
Philips, one of India's tobacco companies

4.  He Joined BCCI in 2004 as a Marketing
Director. Modi was in the side of Jagmohan
Dalmiya in the power struggle between
Jagmohan Dalmiya and Sharad Pawar. But
after the defeat of Dalmiya he came in the
side of Sharad Pawar. Then he said "no one
in cricket wants to be in wrong side".

5.  Team Sponsorship Deal for Team India with Sahara
group for 4 years - 103 million dollars (415 Crores) on
20.12.05
 Team Apparel Sponsor Deal for Team India with Nike for
4 year - 53 million dollars (215 Crores) on 24.12.05
 Media Rights Deal with Nimbus for 4 years- 612 million
dollars on 18.2.06
 Media Rights for overseas matches with Zee for 4 years
- 219 million dollars 0n 7.4.06
 BCCI Sponsorship Deal with WSG - 46 million dollars
(173 Crores) on 27.8.07

6.  The BCCI launched the Indian Premier
League (IPL) on the lines of football’s
English Premier League and the National
Basketball League (NBA) of the US. The IPL
is a professional Twenty20 cricket league
created and promoted by the BCCI and
backed by the ICC

7.  IPL has been conceived on the lines of the English premier
league, where local football teams with a defined fan
base(supporters) play against each other.
 The idea behind IPL is to sell cricket as a high involvement
reality show that would appeal to all audiences.
 IPL has eight teams sold to franchises for perpetuity. These
franchises can run the league in their individual styles and
can raise resources from the primary market.

8.  IPL- already a US$ 2bn property, is essentially an
attempt to sell cricket as a reality show.
 Some of the franchisee would look at IPL as a
means to promote their brand (UB group) while the
others would look it as a financial investment e.g.
(India Cements).
 Our belief is that the three successful teams could
easily do revenues of Rs 3bn per year in the next
three-four years
 He has a vision of Champions league and BCCI own
Tv channel

9.  Top players are earning minimum 1-2 crores per
season. (with highest being Mahendra Singh Dhoni
how is paid 6 crores per season).
 Lalit Modi rightly points out, “It benefits world
cricket because it benefits all their players - they are
able to supplement their income by coming to us
 IPL is an opportunity to take cricket to new
audiences, new frontiers. The emphasis on
innovation and the fan-friendly format have already
proven wildly popular at domestic level in
England, South Africa and Australia

10.  IPL team owners have two channels of revenue, central
and local.
· Central - Includes Media, sponsorship and
suppliers, which BCCI will sells and shares with the
teams.
· Local - Includes things like stadium ticket sales, local
sponsorship. Concessions, merchandise ,
which franchisees will be responsible for selling.
 IPL – We have nothing to lose!!!
(BCCI’s prospective)

11.  The vision to take IPL global through international partnerships
with Google-Youtube.
 His strategy to keep the IPL alive even after the season by
organizing international off season matches to keep the
audience engaged and boost the brand recall of IPL.
 The inspiration that he imbibed in every youngster in India who
dreams to be the next generation Sachin Tendulkar,Kapil Dev or
a Saurav Ganguly. He provided the platform for players like
Asnodkar, R. Khan who could not even dream of earning such
huge sums from their cricketing abilities. IPL inspired them to
believe in themselves and put in their hard work so that they get
the chance to play for their nation and this dream has been
realized by players like Manpreet Gony, Murali Vijay, Ravinder
Jadeja who have got their bright chances.

12.  Lalit Modi provided us the ultimate product mix
of Cricket + Bollywood which has no other match
in terms of entertainment value delivered.
 And, ultimately to take on the other commercial
sport events of the west like the American
Baseball , the English Premier League or may be
other soccer leagues in the Europe. As, the
growth rate of IPL in the sports industry clearly
poses a major threat to these leagues in the
coming future. So, he is making India shine
globally.

13.  One, “Packaging of the Event” from day 1 as
entertainment is the biggest strategic hit. Cricket
just happens to be there!
 Two, to keep it focussed in 20 overs and inviting
International players, not only enhanced the
entertainment value but also factored in the
fastest growing segment of high income youth.
This segment is short of time and wants
everything to be packaged small.
 Three, It structured teams around states thereby
ensuring team and brand loyalties and assured
eyeballs when it comes to media.

14.  Four, attracting the movie stars like Shah Rukh
Khan, Preity Zinta and Shilpa Shetty along with highly
placed industrialist as team owners, ensured ample
media and public interest which further contributed
to the success of the event.
 Five and finally, organisers packaging of all above
and ensuring the event was always in controversies
and news, meant branding exercise of the kind that
has not been seen in sports. At the end of the
end, we have a happy lot of bunches –
public, sponsors, media and most importantly IPL
bankers!
 Six he also applied a rule of only 4 foreign players
could play in 1 match so local support could be
got.Even a strategy of cheerleaders to attract crowd.

15.  IPL Media Rights Deal with Sony - 1.26 Billion
Dollars 0n 15.1.08
 IPL Teams Sale with various parties -723.6
million Dollars on 25.01.08
 Web Media Rights to Live current Media - 50
million dollars on 18.4.08
 IPL Title sponsorship and Ground sponsors - 220
million dollars - mar-apr 2008

16. Channel Genre Average TRP
SONY & SET MAX IPL 10-11
ZEE Soaps + Rock and 5 - 5.5
Roll family
STAR Soaps + Paachvi 4-5
Pass (SRK)
9X Chak De Bacche+ 0.7 - 1.35
Reality
NDTV Mythological + 1.25 - 2.12
Drama

17. Teams Owners Franchises Amount
Mumbai RIL $111.9 m
Delhi GMR Group $84 m
Kolkata Red Chillies $75.09 m
Entertainment
Chennai India Cements $91 m
Jaipur Emerging Media $67 m
Hyderabad Deccan Chronical $107 m
Bangalore UB Group $111.6 m
Mohali Preity Zinta, Ness $76 m
Wadia

18.  "The Business Standard Award" for making BCCI the Most
Innovative Company
 "Brand Builder of the Year" by Asia Brand Conference
 CNBC Awaaz "The Consumer Award for Transforming Cricket
in India“
 NDTV Profit "The Most Innovative Business Leader in India".
 Frost & Sullivan Growth Excellence Awards For "Excellence in
Innovation“
 CNBC Business Leader" award
 He was listed among India's 20 most powerful people by India
Today magazine.
 Lalit Modi was voted no 19 in the list of 25 most powerful
Global Sports figures.

19.  Cricinfo says “ Lalit Modi will be known as
the man who changed the landscape of
cricket.
“If there is no Lalit Modi IPL can run better.”
 Lalit Modi will be remember as the person
who change the face of Indian and the
world cricket forever & bring cricket to
cricket business

20.  Ipl.com
 wikipedia.org
 godfreyphillips.com
 modi.com
 Business Today
 Outlook
THANK YOU