EXCLUSIVE: Explosive growth of IPL media rights unprecedented in global sport, says Arun Dhumal

TimesofIndia.com in Dharamsala: Arun Singh Dhumal, chairman of the Indian Premier League (IPL), is one of the few BCCI administrators who has been consistently aggressive about the world’s richest cricket league and its growth in media rights.In an exclusive chat with TimesofIndia.com, Dhumal explained the value IPL has created over the last 18 years and the reasons behind its remarkable growth. “If you see the kind of exponential growth that IPL media rights have seen since its inception, it has been phenomenal. We started with around Rs 8,200 crore for 10 years (2008-17). In the next five-year cycle (2018-22), the rights were sold for Rs 16,347 crore (IPL media rights. And in the current cycle, it was sold for Rs 2,223 crore, Rs 48,390 crore in five years,” said Dhumal.“I am very confident that the same run will continue given the kind of engagement we have had with the fans and the traction this tournament has generated so far. The same trend will continue. You would also see two recent deals involving Rajasthan Royals and Royal Challengers Bengaluru which are currently in process,” he added.Dhumal said the IPL has set a benchmark in the sports business with an unprecedented increase in media rights.“There is no other property, especially a sports property, that has generated this kind of return in such a short period of time. It took decades for the National Football League (NFL) to become what it is today. In the last 18 years, the return on investment that the IPL has generated has been phenomenal,” he said.

No other business would have delivered a 20x return over a period of around 18 years

IPL Board Chairman Arun Dhumal

“No other business would have made a 20-fold return in 18 years. India is also a unique country. Cricket is the only sport and one religion that binds the entire nation together.”“And the USP of the IPL, in my opinion, is the quality of games it produces. So many matches go to bat and in a 3.5-hour game, every ball becomes an event. With this kind of traction, I am very hopeful that we will get significant value in the upcoming media rights cycle.”Dhumal added that apart from business, IPL also plays a huge role in creating a cricket powerhouse from India.“The talent has always been there in India, but the question was how to provide opportunities for the players. The IPL provided that platform. Even if we had to field three different teams for three bilateral series at the same time, India would still be competitive.” “This depth exists because of the IPL. I would also like to commend all our franchise partners for their contribution over the last 18-19 years,” he said.