IPL 2024: Brand Value Soars to $12 Billion Amidst Global Dominance

The Indian Premier League (IPL) has solidified its status as a global sports juggernaut, with its cumulative brand value rising by 13% to an impressive $12 billion in 2024, as per the 17th Brand Finance IPL Valuation Report. This milestone caps a remarkable journey from a valuation of $2 billion in 2009 to crossing the $10-billion mark in 2023.

Key Highlights

1. Rising Brand Value

Brand Finance 2024: IPL’s total brand value surged to $12 billion (+13%).
Houlihan Lokey Report: Business value rose by 6.5% to $16.4 billion; standalone brand value grew by 6.3% to $3.4 billion.
D&P Advisory: Contrastingly, enterprise value dropped by 11.7% to $9.9 billion, attributed to media rights reassessment amidst industry consolidation.

2. Franchise Growth

For the first time in IPL history, four franchises surpassed the $100-million mark in brand value:

Chennai Super Kings (CSK): $122 million (+52%)
Mumbai Indians (MI): $119 million (+36%)
Royal Challengers Bengaluru (RCB): $117 million (+67%)
Kolkata Knight Riders (KKR): $109 million (+38%)

Other franchises also showcased robust growth:

Sunrisers Hyderabad (SRH): $85 million (+76%) – Fastest growth rate.
Rajasthan Royals (RR): $81 million (+30%)
Delhi Capitals (DC): $80 million (+24%)
Gujarat Titans (GT): $69 million (+5%)
Lucknow Super Giants (LSG): $60 million (+29%)
Punjab Kings (PBKS): $68 million (+49%)

IPL’s Growing Global Appeal

The IPL has become a benchmark for sports leagues worldwide, with its business model and fan engagement strategies inspiring international tournaments. Brand Finance India MD Ajimon Francis highlighted IPL’s transformative impact:

“Franchise teams like CSK, MI, RCB, KKR, and RR are global brands, actively participating in T20 leagues across the globe. The IPL ecosystem generates 1.25 million jobs and influences markets in the UAE, Saudi Arabia, the US, and Australia.”

Comparing IPL to Global Sports Leagues

The combined brand value of IPL’s top five franchises—$551 million—remains significantly lower than that of major football leagues like the EPL ($6.7 billion), La Liga ($4.2 billion), and the Bundesliga ($2.9 billion). However, the rapid growth trajectory of IPL franchises signals a narrowing gap in global dominance.

IPL: Economic and Cultural Impact

Job Creation

Direct and indirect employment: 1.25 million jobs in India.

Media Influence

Strengthened BCCI’s global clout through partnerships and innovative match formats.
A model for media rights monetization and digital-first strategies.

Emerging Markets

Expanding reach in UAE, Saudi Arabia, the US, and Australia.

Future Outlook

The IPL’s success opens new avenues for further monetization:

Increasing franchise valuations through diversified investments.
Expanding IPL-like formats in international cricket.
Leveraging new-age technologies like AI for fan engagement and performance analytics.