Twenty20 has taken the cricketing world by storm since its inception in 2003. It has quickly become a permanent part of both the domestic and international cricket calendars and has reignited and attracted wider interest in this most gentrified of sports. The BCCI‟s introduction of the Indian Premier League with its $1 billion television deal and player auctions has generated a level of hype and razzmatazz never seen before in the game of cricket that is akin to established football, basketball and baseball franchises.
For the first time, Intangible Business, the leading international brand valuation specialist, and MTI Consulting, the management consultancy and Intangible Business‟ partner in the Indian markets, have carried out in-depth analysis into the values of these new brands.
This article reflects on the following: