Seemingly secure, with its central sponsorship pools complete, the IPL is unapologetically in our collective faces this year. Off the field the logos and mascots may change, but the core remains the same. And now, since Bollywood has accepted the IPL as one of its own, we are witness to an outpouring of support for the league in the absence of any entertainment competition. The valuations for sponsorship at the league or team level continue to defy odds and mystify analysts, but the show goes on, and with pomp and splendour.
The IPL is a well-rounded and multifaceted entertainment extravaganza. And if you look at the central revenue sponsorship renewals, the boutique of sponsors has now metamorphosed into brands that look at the young or at the bored. A perfect example is the associate sponsorship that has caused waves across the media and entertainment world - Star television has come on board to promote its flagship general entertainment channel. Whether or not this is a conflict in which a direct competitor of the broadcasting rights partner promotes its affiliate brand depends on the contractual provisions each party was subjected to at the time of signing. But that hardly scratches the surface of what lies behind Star's daring move. Star, like all other sponsors, has understood that the IPL is no longer a sports event but rather a cultural blend of all that makes Indian society shimmer and shudder.
The IPL has become many things over the years and, yes, it has evolved. But there's one thing it is not - a sports league. Perhaps that's a good thing, because the IPL's target Indian demographic isn't the passionate sports fan looking for statistics or greatness. What's worrying is the extent of giving away what holds a long-term sports league in place, at the cost of instant gratification. There are still very few sustainable structural building blocks in place for the event, and with the continual focus on must-see TV, one worries if this has become the standard for all sports leagues in India. The word "premier" has infected the long-term growth potential of almost every sport in India now, and instant gratification and overnight success are the buzzwords.
There aren't too many Indian stars emerging from the ranks of the IPL teams, and while the IPL remains the flagship sports property for Indians, don't expect anything but hype at the mega-auction next year. Franchise/icon players will be put under the gavel, and the development of players will remain questionable unless an off-season effort goes into piercing the cultural veil and actually improving the skill and fitness levels of aspiring cricketers, even if they are merely to play supporting bits in the entertainment league.
Despite the so many positives that could have come about from this potent mix, today the core product is losing out. It is become a melting pot of business, entertainment and politics - with athletes as an afterthought. This may or may not help the league in the long run, but as long as the product is successful, society is going along with the bigger and badder version of IPL 6.0. At least as entertainment, the league has finally found its stride with the aam aadmi and the gen-next, among the stated targets. But entertainment always has a shelf life, while sports dynasties are meant to endure. It's anyone's guess what category the IPL falls under.
The writer is a sports attorney at J Sagar Associates.
These views are his own