Representation photo of what the IPL auction table will look like today in Dubai. (Source: X)
Let’s start with a very basic question. Why is the IPL auction being held in Dubai, and not in India? It could easily have been held in Mumbai or Delhi or Kolkata, and not at the Coca Cola Arena in Dubai. And yet the BCCI decided to take it to Dubai, which is the gateway to Asia and South Asia. The only reason behind this move is the global ambition of the IPL as a brand. It is a key element in India’s use of its soft power ambitions, and that’s what explains the auction in Dubai.
At a time when T20 leagues are mushrooming round the world and seem to have economic viability, the IPL has established itself as cricket’s dominant franchise-based competition, the benchmark. But then, you need to consider what next for the tournament? How does it go to the next level? While the Indian fan base is cemented, unless it becomes a global league with the diaspora hooked even more than it is now, it can’t make the next big leap. Two years from now, the telecast deal will be up for renewal and for the BCCI to go beyond the existing value of 50,000 crores, it is essential to add more to the tournament and add further properties for the broadcasters to sell. The auction is one such property and could be a standalone addition to the competition.
Indian T20 League Auction Strategies Unleased || LIVE https://t.co/kqgS1YmY7Q
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Dubai, understandably, is the first target for the BCCI. The financial market is vibrant in the Middle East and the cricket craze is strong. Indian players are in demand and the Indian diaspora strong and committed to the sport. The spending capacity is more than in India and, going forward, if the number of brands willing to invest in the IPL has to grow, the BCCI has to seek out newer markets. Dubai, clearly, is the safest bet. Most IPL team owners have a base in Dubai and have business interests in the Middle East, making it a safe and viable option for them. And by doing it in the Coca Cola arena, the BCCI is making a statement. It is clearly separating the IPL from the rest of the T20 leagues like the Big Bash, and going beyond the tagline of it being a domestic competition.
So what is it about the IPL that makes it tick? Is it still the presence of Shahrukh Khan at the Eden Gardens supported, more often than not, by his Bollywood entourage? Is it the glitzy opening ceremony where the best of Bollywood is brought over to entertain fans? Is it about the cheerleaders whose bodily gyrations continue to titillate the Indian youth? Finally, is it about cricket, which is intense and exhilarating in most IPL games?
Let’s pose these questions a little differently. Imagine Shahrukh Khan coming out to support a Ranji Trophy team. Or for that matter, Anushka Sharma being present regularly to watch Virat Kohli ply his trade for Delhi in the Ranji Trophy if he does play that. Would they be able to draw thousands to the stadium or is there something about the IPL brand that has captured people’s imagination?
The answer is a no-brainer. It is the mix of heady entertainment and cricket that makes IPL what it is. It caters to a larger constituency of the Indian populace, including the diaspora, than any other sporting event and that’s what explains its success despite the many controversies which have impacted its credibility from time to time. And here, cricket plays a huge part. Unless the IPL was a serious cricket competition, it would never have been able to capture the fancy of the fans. Glenn Maxwell, for example, plays the IPL with more intensity than any other competition. His recent statements are proof. His batting for RCB demonstrates the effort involved and this is where the IPL has ticked many boxes. Its essence, serious cricket, has continued unabated and despite all the distraction surrounding it, that core has never been disturbed.
Now, by spreading its wings further, the BCCI is taking the next step. From being India’s leading sports brand, the IPL is on its way to being India’s only global sports brand. At least, that’s the ambition, and the auction in Dubai is telling proof.