The unique commonality that the IPL clubs appear to have is, their total lack of any marketing and branding intentions. The entire approach that the IPL clubs (KKR being some exception) is one of milking the product thru maximising sponsorship values and licensing deals. In fact, the few licensees that appear to be coming the way of the clubs, appears to happen at the instance of the licensee and not the clubs.
The clubs lack clear licensing policy guidelines and one could argue that thier consultants who have mopped up crores of Rs have not done any justice to the fees paid to them. Expectations too, appear to have no relationship to market realities. Any worthwhile consultant would have found it quite easy to check with a cross section of companies as to what a club licensing is worth.
Clubs appear more intent on short term monetary gains, little realizing that small investments in brand building can result in substantial enhancement of equity and consequently valuations. It is the brand building exercise that results in a capability to command greater valuations for sponsorship and licensing. The higher the all round visibility of the licensee, the greater the value he brings to the club. Looks like it would take some time for such fundamental realizations to take place.
