Last year when the IPL was put together in just three months, Sundar Raman, chief executive of the tournament, was indeed a busy man, but this year, when the IPL fell apart three weeks before it was supposed to begin, Raman is simply inaccessible.
But with the hurdles now behind him, he is happy that sponsors and advertisers are still jostling to partner the IPL. In an interview, Raman talks about how the second season in South Africa will keep its promise with cricket fans. Edited excerpts:
How will the second season be different?
Sundar Raman, Chief executive officer, Indian Premier League
(As in the first season), in the second season we have explored similar opportunities and avenues to create excitement for the fans. We have identified areas of improvement around spectator comfort and the in-stadia experience which we will rigorously implement in season 2009 in South Africa.
We would like to assure our fans and all the sports enthusiasts in South Africa of a round-the-clock cricket carnival over 36 days, with not just cricket on the agenda, but a horde of activities built around it—for that once-in-a-lifetime experience in South Africa.
What is IPL’s internal assessment of the total value of the IPL enterprise as of April as against 2008?
It is too early to make an internal assessment of the value of IPL April 2009 or even bring into picture the total enterprise value of the tournament. But the fact remains that after all the dust has settled over monies and EVs (estimated values), people will come and see for themselves how the DLF IPL has truly transformed world cricket.
Are there any additional costs this year?
With the moving of the league there are some additional costs in terms of travel and logistics, etc., but nothing that our franchises would not have had to bear in India with the IPL being played across 11 potential centres. We had also mentioned that security costs would be high this year. So we had already budgeted for all these additional costs.
In case there is any additional expenditure on the franchises, we will look at offsetting some of that by pooling revenues from the central revenue pool and the new media rights deal signed last week (25 March).
Are there any additional revenue streams?
I think most of our teams did really well last season with team sponsors, etc., and have indicated that season 2 also seems to be headed in the same direction. Lastly, none of our franchises have tapped the very lucrative merchandising market yet and that should further boost revenues.
Are you finding it difficult to get buyers for the two vacant ground sponsorship slots?
We have filled two sponsor spots and the contracted revenues have gone up by Rs1,725 crore to Rs10,790 crore; all our official partners are closed, barring one spot which we should close shortly.
What is the ticket sales arrangement with the United Cricket Board of South Africa?