MAM
Brand IPL plummets to $2.92 bn; franchises brand value down 15-20%
MUMBAI: More bad news for the Indian Premier League as brand valuation of the cash-rich league has fallen further to $2.92 billion and is in the striking distance of falling to the first year‘s level of $2 billion, according to latest study from the brand valuation firm Brand Finance.
The IPL brand, as a single entity including all the stakeholders, was valued at $4.13 billion in 2010, when the tournament was at its peak with former chairman Lalit Modi at the helm.
However, the controversy involving Modi and former Minister of State for External Affairs Shashi Tharoor around the now defunct Kochi franchise which led to unceremonious exit of the former IPL chairman and a multiple agency probe into alleged financial frauds in the tourney further deteriorated the valuation of the brand.
The controversies eroded the IPL‘s long-term brand value by $460 million which was valued at $3.67 billion last year when the study was conducted.
The latest round of study will certainly ring alarm bells for the Board of Control for Cricket in India (BCCI) which will be forced to take corrective measures, particularly in the wake of a sting operation by a news channel which blew the lid over spot fixing menace in the league and other unlawful transactions between the IPL franchises and players.
“The seemingly never ending series of governance and transparency lapses have contributed to the rapidly declining brand value of IPL. By brand value, we mean the commercial sustainability of IPL or the value in the long run that this iconic property could deliver for all stakeholders. On a fairly regular basis stakeholder relationships and the ‘Trust Flows‘ between IPL and its partners have got impaired,” explained Brand Finance Global Strategy Director M Unni Krishnan.
“Our latest report shows that $1 billion of cash flows have dried up as a result of this and it is still diminishing. It will not be too long before which IPL would have regressed to its benchmark value of $2 billion in 2009, putting the whole ecosystem and the value creation of the franchisees under intense pressure. The proverbial Golden Goose is being systematically gutted.”
However, it‘s not just the BCCI which had to bear the brunt of off-field controversies the nine IPL franchises as the second biggest stakeholders in the IPL also have nothing to cheer about as their brand valuation has plummeted by at least 15-20 per cent across the board.
The brand valuation of last year‘s table topper Mumbai Indians has shrunk to $48.21 million from $57.13 million last year, while the brand valuation of India Cements-owned Chennai Super Kings, which had second best valuation, dwindled by $10.09 million to $45.28 million.
Vijay Mallya-owned Royal Challengers Bangalore, which had a valuation of $47.58 million, has dropped to $41.15 million. Shah Rukh Khan owned Kolkata Knight Rider has been valued at $39.03 million, compared to a $46 million in the year before period.
Brand Finance noted, “While the core product asset and its innovative game format continues to draw in record crowds to the ground, IPL‘s owner needs to wake up to the larger stakeholder ecosystem meltdown which is happening due to the conduct of the organization and its decision making process.
“It might be tempting for the owners to wish away all the ominous signs and take comfort under the blanket of business-as-usual. This is no longer an option as IPL‘s value is steadily diminishing and it will not be too long before which it will hit the $2 billion rock bottom valuation of 2009.”
The brand valuation has cautioned the IPL franchises to become more proactive and shape the governance process of the tournament, which is currently run by the BCCI with franchises having little say in the running of the league.
“Further, the commercial sustainability of the pivotal franchisee stakeholders who have already crossed five years of operations is coming under intense pressure. The revenue sharing terms from central pool of IPL will change from the current year progressively decreasing for the next five years.
“With only another five years left to make something of their significant investments, the franchisee owners must proactively choose to salvage the league and ensure that its governance systems are worthy of IPL‘s true potential. They must become active participants and shape the governance processes of the league rather than being passive observers as they have the most to lose.”
Brand Finance has valued the ‘brand‘ IPL, using the Royalty Relief methodology, which is based on the notion that a brand holding company owns the brand and licenses it to an operating company. The notional price paid by the operating company to the brand company is expressed as a royalty rate and the NPV of all forecast royalties represents the value of the brand to the business.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
