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