In India, two products sell the most — movies and cricket. Interestingly, controversies happen to be the USP of both. From the time it was launched in 2008, fans have seen controversies surrounding the IPL, the biggest money-grossing entertainment property in Indian cricket. Initially some of these were trivial and limited to gamesmanship and bad blood between players, but gradually they extended to betting and corruption.

But the fan will have no badmouthing of the brand, thank you. He continues to fight the elements and trudge to the stadium or slump into the armchair, sitting glued to the TV watching his favourite stars in action. As one fan put it, controversies are a ‘value addition’. They help to keep the format alive and kicking.

For brands and other stakeholders, controversies provide a 50-50 (or rather 20-20!) kind of situation. Had the Supreme Court banned two teams following last May’s controversies, it would have made some sponsors withdraw. In fact, since the first leg of this season’s IPL is being played in the UAE, the number of television viewers will only go up. But the IPL machinery may have to work harder to attract local sponsors in the UAE.

According to media reports, though, not all brands are coming forward to get associated with the franchises. It appears some teams are even finding it difficult to get sponsors for what is usually considered the pride of ad space — on players’ jerseys.

When the BCCI is finding it hard to control the betting mafia in its own backyard, how can it be expected to hunt them down during away matches? Especially given the notoriety the UAE achieved in fixing matches in the late 1990s. In 2007, The Committee on Governance of West Indies Cricket reported that: “...the T20 game is… a money-spinner that can generate large sums to spread...” Yes, IPL sure is a money-spinner, controversies and all!

Senior Assistant Editor

Related Topics
comment COMMENT NOW