In the second part of the insightful interview with RevSportz, Sanjog Gupta takes a deep dive to share his views on how IPL as a brand is now unrivalled, even bigger than the cricket World Cup. He also gives his take on future innovations.
Is the IPL now so far ahead of even the World Cup that it has become unrivalled in the market space?
This is a much longer conversation. I think IPL is a truly unique brand, which as you said for various reasons stands almost in its own ecosystem in its own world. I don’t think any other cricket competition – ICC, Asia Cup, bilaterals, etc, are comparable to the IPL. One for the intensity of the engagement because as you said India plays every night, the best play the best every night, the entire cultural phenomenon around the IPL, coming together of the nation around the IPL over a two-and-a-half month period, it potentially doesn’t have a rival, in terms of anything that it is compared with.
The one thing I must say, I know you’re a big proponent of it, we must always remember that IPL sits on top of the superstructure of cricket in India, which is also unparalleled. There is a system which throws up Ashutosh Sharma, who is good enough. Yes, the IPL has played a part in giving the stage which he perhaps wouldn’t have got. And perhaps the advent of scouting, how much evolved the teams are in terms of looking for talent, perhaps there are more opportunities, and that goes back to the possibilities. The fact that the IPL is making it possible for so many more people to aspire to have cricket as a profession.
When you’re sitting in your position and thinking – I’m looking after a brand that is also pervasive, it is India’s only global sports brand, it is a cultural extravaganza that drives the country – there is also the challenge of what is the next innovation? So, how do you continue to innovate and what is the next step in innovation?
There are two or three vectors in which we can look at innovation. One is of course hyper-personalisation. How is it that Boria Majumdar, as soon as he tunes into the IPL, irrespective of the screen he might be watching it on, gets the most personalised experience possible. How is the experience intuitive enough to know Boria well enough to give him that experience and not having to look for it. How is it immersive enough for Boria, irrespective of what state he might be in. At times, you may want to lean back and watch a great match. But at other times, you may want to lean in and interact with the game. And that would depend on just how active you’re feeling at that point.
Read the first part of the interview here “Broadcast was about serving many fans as one, now we have to serve one fan as many”: Sanjog Gupta
So, how do you make sure that you balance the agenda of immersion which is best leaned back, and interactivity, which is best leaned in. And cater to each and every fan. In an ideal world, cater to a market of one. So, the first vector is just the hyper-personalisation of IPL: To be able to serve each fan in a unique manner. Obviously, that is non-stop, that is something you’re almost shooting for every time you’re bringing in a new innovation, are you getting closer to that end state?
The second piece is just about continuing to build people, affiliation among fans for teams. You have been an admirer of what the premier league does. I think IPL has the potential to go beyond EPL in terms of what it brings together without being divisive. So, how it brings together rivalries without being divisive. That is the second piece, how you have positive tribalism around teams, how do you grow affiliation from some of the teams or some of the teams that may not be as popular. And how do you find catchments of fandom, or pockets of passion and go deeper with them with the teams because the deeper the affiliation, the more the passion. And more the passion, the bigger the league gets.
And third is just around how do you continue to build the narrative of this being the stage which the youth of the country, a young country such as India, as ourselves, truly inspires to get to. One of the things we are building this time is the idea of generation gold. There is a generation gold – The Dhonis, the Virats and the Rohits, who have been there, done that, experienced IPL, but still want to be relevant, who are still fighting for significance. But you also have this generation gold, which now believes they will not be held back.
It is their moment in the sun, it is their spotlight and they will own it with their skills. And all they need is that one opportunity. So, how the IPL continues to turn the spotlight on talent coming from all over the country, from deeper nooks and corners of the country, will really catalyse the IPL into the future.
Follow Revsportz for more sports related updates
Exclusive
In the first part of a freewheeling interview with RevSportz, the CEO of @JioHotstar, @Sanjog_G takes a deep dive to look at the growth of the @IPL brand, the idea behind the concept of Indian Possible League and more. Writes @BoriaMajumdar https://t.co/UBnmpuCFlp
— RevSportz Global (@RevSportzGlobal) April 15, 2025