launching a basketball league targeted at: management
TRANSCRIPT
Launching a Basketball League
Targeted at: Management
Agenda• Positioning of basketball in India
• The Basketball League - Why? • Prevailing competition and ways to overcome
• SWOT Analysis
• Marketing Strategy
• Business Model
• Game Model
• Bidding Model
• Plan of Action
Positioning of basketball game in
India
• Affiliations of basketball
• Spread of the game
• Major championship and awards
• Training and development of the players
• Opportunities and employment
The Basketball League
Why?
Success of other leagues
Strong viewership for sports and entertainment
Short duration and simplicity of the game
Increase in number of sports channels
The Basketball League – Why? (contd.)
Parameters IPL EPL
Year of Formation 2008 1888Season April – May August – May
Number of Franchises
9 20
Number of Matches 76 380Location of Games Day/Night –
Home/Away basisHome and Away basis
Revenue $4.13 billion (2010)/$2.01 billion(2009)
€2.479 billion(2009-10)
TV Rights $1.026 billion for 10 years by Sony
GBP 45 million
Prize Money INR 250 million GBP 10 millionGoverned by IPL Council Operated and jointly
owned by 20 member clubs
Prevailing Competition and ways to overcome
• Sports – Cricket, Football, Badminton, Hockey, Wrestling
Widespread age group Familiarity with gameplay Cultural Advantage
• Cinema and Television Leisure Glamour Addiction Gender bias
• Tourism Hobby Break from monotony Satisfies diversified interests
• Hangouts Sentiments and bonding Pastime
SWOT Analysis of the League
• International players• Networking• Brand value
• New source of entertainment• Exposure of local talent• Commercialization of the game
• Lack of funds• Prevailing competition• Low viewership
• Integrity towards country• Strategy duplication• Early retirement of players
Marketing Strategy
• Website and apps for the league• Campaigns and tie-ups
Schools and colleges Channels and corporates
• Billboards, Flyers and Print media• Crowdsourcing – Venue and schedule
(limited)• Documentary/ short feature film• Celebrities for special events• Groundwork for 2020 Olympics• Awareness of the league
TV/ Radio contests Fantasy league Corporate e-mailers
Business Model
Title Sponsors
Broadcasters
Indian Basketball
League
Franchises
Advertisers
Media Rights
Bids &
Franchisee Rights
Revenue & Media Rights sharing
• Sponsors• Merchandise
Game Model
• Age Group: 16 years and above• Enrollment Process• Venue
Delhi Mumbai Kolkata Chennai Chandigarh Bangalore Finals – To be decided
(crowdsourcing)
Game Model: Format
GroupA
4 Teams
GroupA
4 Teams
GroupB
4 Teams
GroupB
4 Teams
GroupC
4 Teams
GroupC
4 Teams
GroupD
4 Teams
GroupD
4 Teams
GroupE
4 Teams
GroupE
4 Teams
GroupF
4 Teams
GroupF
4 Teams
Total Number of Matches: 4C2*6Total Number of Matches: 4C2*6
Total Number of Matches: 6C2Total Number of Matches: 6C2
Total Number of Matches: 2Total Number of Matches: 2
Total Number of Matches: 2Total Number of Matches: 2
36
15
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Round 1
Round 2
Semi final
3rd place
Final
Bidding Model
Plan of Action