2023-01-14-品牌价值-最有价值和实力最强的印度超级联赛品牌2022年度报告（英）_30页_19mb

IPL 2022 Brand Value Report Summary

Executive Summary

The Brand Finance IPL 2022 report highlights a 77% increase in IPL system value to US$8.4 billion in 2022, driven by higher media rights auctions, new team additions, and increased digital engagement, despite global challenges.

Key Findings

• System Value: IPL's total brand value surged 77% year-on-year, reaching US$8.4 billion, fueled by US$6.2 billion in new media rights and the entry of two new franchises.
• Top Teams by Brand Value:
  • Mumbai Indians (#1, +4% to US$83 million)
  • Royal Challengers Bangalore (#4 overall, +34% to US$68 million)
  • Gujarat Titans (#3 overall, new to debut season with US$47 million)
  • Kolkata Knight Riders (#2) and Chennai Super Kings (#3) maintain strong positions.
  • Rajasthan Royals (#4, +78% growth)
• Brand Strength: RCB has the highest Brand Strength Index (BSI) of 70.6 with AA rating, followed closely by Mumbai Indians at 70.5. Gujarat Titans and Rajasthan Royals showed remarkable strength in their first year.
• Growth Drivers: Digital viewer increase, successful on-field performance of Gujarat Titans, and revenue surplus from media rights contributing to value rise.

Factors Contributing to Growth

• Expansion with two new teams raising system value.
• Resilience in fan engagement and merchandise policies despite COVID-19 disruptions.
• Improved sponsorship potential and ROI analysis now recommended for better marketing investments.

Methodology Insights

• Brand values calculated using the Royalty Relief method, evaluating brand strength through inputs, equity, and performance.
• BSI scores quantify brand impact, influencing final brand value estimates from historical data and market research.

Conclusion

The IPL brand demonstrates strong financial value and global appeal, offering opportunities for sustained growth in partnerships and stakeholder engagement.